Business Intelligence Case Study

BusinessIntelligence Case Study

Q.1: Contributions made by technologies to the business success

Informationtechnology is one of the modern phenomena that have radically changedbusiness operations, especially in their effectiveness (Ingram,2014). The case study uses examples of three companies that havesuccessfully applied information technology to enhance theirperformance. The first firm is eCourier, which deliver packages inLondon and prefer keeping real-time tabs on client satisfaction. Thecompany, eCourier, uses the SeeWhy software to ensure that customerdata is obtained faster. The software allows the company to noticewhen the clients’ accounts become dormant and any changes in theirbookings. This has allowed eCourier to save money by avoidingemployment of more staff to keep track of how many customers aresatisfied by the services and how many were not.

Thesecond company is Cablecom, which also have some interest in customersatisfaction. The company uses statistical software and surveyresearch to enhance accuracy in assessing customer satisfaction anddissatisfaction. These types of information technology have allowedCablecom to know with certainty the number of customers that weresatisfied and how many were dissatisfied.

Thethird company is known as Bryan Cave, which intends to find an optionto the hourly fee that law firms charge. Bryan Cave decided to usebusiness intelligence tools that could help its lawyers keep track ofthe budgets in a real-time mode. This has helped the company toincrease profitability and improve the hours worked by its feechargers.

Q.2:Other firms, apart from law companies (such as Bryan Cave), that canbenefit from BI technology

TheBI tools used by Bryan Cave can be applied by firms operating indifferent industries. The software development companies cancustomize the software to suit the needs of their clients by applyingthe business intelligence tools. These companies can use thenecessary platforms and survey research to determine what needs to beimproved or simplified for each customer. This would help thesoftware development firm customize software to address the specificneeds of the clients.

Businessintelligence is an effective tool that can help financialinstitutions (such as banks) to increase their competence (Krakauer,2012). Appropriate BI tools can help banks in monitoring theconsumption behaviors of their clients, which is an effective way ofretaining customers in a competitive industry. For example, banks canuse BI tools to determine and analyze accounts their clients’profitability, which can in turn help the banks in marketing theirproducts to on the basis of their tendency to buy certain products.Such information can be obtained from clients’ transaction behaviorand can help the bank market its products with some backgroundinformation about its customers.

Q.3: Cablecom prediction model

Cablecom’sprediction model is based on SPSS software, which tells the number oftimes that a problem takes place and the time taken to fix it. Apartfrom actions identified in the case, Cablecom can take proactiveactions to respond to the available information. The management ofCablecom can be proactive and keep its customers engaged. This can beachieved by issuing them with newsletters about new services andproducts. The newsletters should explain how the new services andproducts are helpful to customers.

Thereare three major factors indicating that letting customers go is notthe advisable action. First, letting some customers go means that thecompany is giving out a portion of its market share to competitors,which is a sign of losing competitiveness. Secondly, unsatisfiedcustomer is likely to inform other potential customers, which canreduce the chances for Cablecom to attract new customers. Third,companies spend a lot of money to make advertisement and attract somecustomers (Hughes, 2002). Letting some of them go can be equated towasting company’s funds.


Hughes,D. (2002). Advertisingcosts getting too high? Start your own ad co-op.Toronto: Klebanoff Associates Incorporation.

Ingram,D. (2014). Informationtechnology for business success.Santa Monica: Demand Media.

Krakauer,J. (2012). Thebusiness intelligence competency center: Enabling continuousimprovement in performance management.Redwood Shore, CA: Oracle Corporation.