Gaining deeper insights into the customer journey
How a worldwide leader in IT and networking uses Google Cloud Platform and Google BigQuery to gain deeper insights into the customer journey faster, more cost effectively, and at scale.

INDUSTRY TECHNOLOGY

The client

This client is the world’s largest networking company. The global corporation, based in San Jose, California, develops, manufactures, and sells networking, telecommunications and other equipment as well as security and other services.

Overview

This client looked to Google Cloud and Pluto7 to leverage more data and deeper insights into the customer journey. With the right blend of Google Cloud solutions and Pluto7’s expert Machine Learning support, this IT and networking leader experienced a dramatic improvement in the marketing team’s ability to understand customer sentiment.

Challenges

Deliver the best customer experience by better understanding the complete customer journey

Gain actionable customer insights more quickly to help sales team members respond faster

Identify the most important customers and promising prospects to contact

Strategy

Complement existing on-premises infrastructure with a cloud-based data platform

Use Google BigQuery to quickly analyze large customer datasets

Develop a platform that can scale quickly, and leverage machine learning for deeper customer insights

Results

Gained deeper customer insights in days versus weeks

Identified key sales contacts more accurately

Democratized access to customer data globally

Business team no longer constrained due to infrastructure issues

“With Google Cloud Platform, we can now get data from many more channels, and so we can help ensure the best omni-channel customer experiences. We’re also getting much more granular data, which means we can better understand a customer through their entire journey with us.”

Architect of Data Innovation

As one of the early leaders in technology, this company grew from a Silicon Valley networking company into a global enterprise offering a variety of technologies and services. Like any savvy enterprise today, the leadership team understands the importance of delivering the best possible customer experience to stay ahead of the competition.

Integrating Google Cloud

Data is the key to understanding the customer journey. For customer insights, the client’s digital sales teams relied heavily on an email marketing platform along with data from other channels including social media and video. Most of the customer data received from these channels were primarily high level, how many customers were targeted, how many looked at an ad but lacked granularity about who these customers were, where they were located, and which market segments they belonged to. These are the types of actionable insights that would help the client’s digital sales team truly understand the customer journey.

Not surprisingly, this technology leader already had an internal, on-premises big data platform and data warehouses in place, as well as a large IT team. The digital sales team’s goal was to leverage a cloud platform that could complement and integrate with their on-premises infrastructure.

“On the business side, we wanted to own setting up the databases and integrating data sources to get the best analytics,” says the Architect of Data Innovation “Google Cloud Platform offered a ready-made solution that we could start using right away. We had powerful analytics up and running quickly and could scale as needed in a cost-effective environment. In the future, we can take our analytics to the next level with Google machine learning.”

Google Cloud Platform enables us to identify both the most promising potential customers, and the ideal person to contact at those companies, by integrating contact data from vendors and other data channels.

Architect of Data Innovation

From high-level to granular data

With those objectives in mind, the company partnered with Pluto7, a technology solutions provider that leverages Google Cloud Platform for sales and marketing analytics, among other services. Pluto7 worked with the client on a short Proof of Concept (POC) using machine learning and artificial intelligence methods which involved combining digital audio recordings of customer calls to the client’s technical support center, social media feeds, and data from other channels, to produce sentiment analysis and additional customer analytics.

Following the successful POC, Pluto7 began migrating the digital sales team to Google Cloud Platform. It wasn’t long before team members were finally able to gain deeper customer journey insights across more channels ensuring a seamless omni- channel customer experience. With access to much more granular data, the sales team has a better understanding about their customers throughout their journey.

With the easy-to-use interface of Google Cloud Platform, team members around the globe can access customer analytics and gain insights as needed. The availability of customer journey data empowers team members with actionable insights, without requiring them to ask IT or more technically savvy colleagues for help.

There’s been a significant increase in the speed of obtaining analytics, too. Google Cloud Platform enables the digital sales team members to get meaningful customer data analytics in one or two days, compared to the one or two weeks it used to take by manipulating spreadsheets, manually.

We may be growing our datasets by about 5TB a week. Also, sometimes we need to scale an application from 50 to 5,000 users in just a few days. Our on-premises hardware can’t grow affordably at that rapid pace, but Google Cloud Platform can.

Architect of Data Innovation

Stronger through innovation

Working with Pluto7, this client is experimenting with Google machine learning technology to leverage more data and analytics. Ultimately, the objective is to achieve breakthrough innovation and business transformation within weeks instead of years. “The customer is an established technology leader that continues to evolve over the years,” says Manju Devadas, Founder & CEO, Pluto7. “Through each transition, the company gets stronger because it keeps innovating. With Google Cloud Platform, they are on the forefront of customer experience analytics.”

Why Google

This client chose Google Cloud Platform because it:

  • Offers a flexible, scalable, ready-made infrastructure in the cloud.
  • Provides a cost-effective platform that’s easy for Sales team members to use.
  • Delivers speed, security, reliability and flexible pricing.

Products used

Google Cloud Platform

Google Cloud Dataprep

Google Cloud Natural Language

Google BigQuery

Google Cloud Storage

Google Cloud Speech