Extra tags: data lake
Smart Axiata, a Cambodian telecommunications company, has chosen Cloudera to help in improving its business performance, according to Cloudera, the enterprise data cloud startup. Smart Axiata wants to leverage data from this cooperation to improve customer service and deliver tailored offers that anticipate the requirements of its 8 million consumers, as part of the brand's mission to fostering a digitally literate society in Cambodia.
Smart Axiata, being a prominent telecommunications provider, processes vast amounts of data at breakneck speeds every day. Previously, the company used separate data lakes running on a traditional data warehouse, resulting in various data silos that hampered cross-functional collaborations, prevented the organisation from effectively using its data, demanded excessive resources to manage these disparate systems, and made data flow and lineage tracking impossible. Smart Axiata went from many data lakes and a traditional data warehouse to a single data lake with Cloudera's help. This reduced the number of sources, making data lineage easier to follow and giving Smart Axiata a clearer picture of its data. The new data lake serves as a single source of truth for all Smart Axiata's applications, democratising data within the organisation and facilitating self-serve access for different business functions.
Since the implementation of the single data lake, Smart Axiata has been able to process large volumes of data and derive more detailed insights to deliver a better customer experience. Where reports could previously only be generated daily, more granular reporting can now be completed hourly to provide real-time visibility of the customer experience across touchpoints. This allows Smart Axiata to quickly resolve any network-related issues, in addition to delivering contextual real-time marketing to customers.
Kalyan Achyutuni, Chief Information Officer of Smart Axiata said, "Our ability to achieve a single source of truth with Cloudera has allowed Smart Axiata to do many things that were not possible before. By leveraging data, we can get a 360 degree view of customers to enhance their experience, improve network performance and drive innovation. The solution has also enabled us to produce an app for customers, which has allowed Cambodians to manage their accounts and services at their own convenience and improve their digital savviness. Customers can troubleshoot their own issues, while the load on our call centre agents has been reduced by 40%. This improvement has allowed for more efficient operations, where staff can focus on other tasks to improve efficiency or profitability."
"Telecommunications operators have access to a multitude of data sources and thus collect and generate extensive amounts of data. To be closely attuned to customers' needs, they need to be able to manage and secure their end-to-end data lifecycle to gather insights and engage in data-driven decision-making. We are committed to supporting Smart Axiata to continue unlocking value from their data as they work towards becoming a data-driven organisation and future-proofing their hybrid data cloud journey," said Remus Lim, Theater Vice President, APAC, Cloudera.
It's critical to access data freely and smoothly across many business domains, such as marketing, network engineering, and information technology, to stimulate innovation and collaboration. Various data silos are removed with the new data architecture, enabling cross-functional interactions and assisting the organisation in successfully utilising its data. This has also aided the organisation in establishing centralised data governance and implementing tighter controls over privileged access management, security, and user count. The change has also improved the efficiency of the company's data governance and management resources.
