Every smartphone user knows one thing: we use a lot of data — from checking Facebook to checking work email. The more data we consume, the more complicated it is for mobile providers to create a framework capable of collecting, storing, and making use of their customers’ data to enhance customer understanding and improve the customer experience. SFR, the second largest telecom company in France, boasts in excess of 21 million mobile customers, and with that, processes more than a billion pieces of data a day.
Francois Nguyen, SFR’s director of systems integration decisions and relationship marketing said, “Big Data is our way of ‘Google-ising’ the company. We wanted to have a shared and detailed view into the customer journey, so we could drastically improve it.” When upgrading their IT infrastructure, SFR wanted to implement something that would allow employees from Sales to Customer Support, and everyone in between, see a real-time 360-degree view of the customer. This meant that they would need to report, search and analyze any customer’s support issues instantaneously.
To achieve this goal, SFR implemented an enterprise data hub on Cloudera, which operates in conjunction with their existing data warehouse. The data hub enables real-time search and query functionality via Cloudera Search and Impala, allowing employees to understand where an individual customer is in his or her journey with SFR at any moment in time.. SFR’s data hub is administered and governed using Cloudera Manager and Apache Sentry (incubating), with data flowing in and out of the cluster via Apache Flume and Syncsort DMX. The Cloudera hub also sits alongside a MongoDB system; Cloudera’s platform collects and analyzes while MongoDB feeds the data into SFR’s front-office tools.
Beyond generating a 360-degree view into their customers, SFR’s enterprise data hub has also enhanced the efficiency of their IT ecosystem. By offloading large-scale data sets to Cloudera, the data warehouse can deliver optimal performance in its management of the company’s “first class data.” Additionally, because SFR’s data warehouse resources can focus on those “hot” data sets and offload larger volumes of detailed, multi-structured data into the Hadoop environment, Nguyen said, “Instead of upgrading our environment every three years, the system will deliver optimal performance for eight or nine years.”
SFR’s implementation of Cloudera has resulted in better customer service through delivering real-time 360 customer views to their employees, but has also allowed them to optimize their IT ecosystem, resulting in dollars saved. To learn more about how telecom companies are adopting data hubs, visit the Cloudera booth (6M30) at Mobile World Congress.