Business Intelligence

DIRECTV, Inc. Improves Customer Satisfaction and Reduces Churn With Real-Time Data Integration

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Executive Summary

DIRECTV wanted to maintain high quality customer care for the company's millions of satellite television customers to support growth and prevent customer churn in a highly competitive market and attract new customers by improving the company's ability to execute targeted marketing campaigns. The challenge was to alert field service teams to avoid truck rolls to new customers that are potentially fraudulent and improve overall customer service levels by optimizing field technician routes for new installations and service calls. DIRECTV implemented the Oracle GoldenGate system to consolidate disparate data marts into a central warehouse, improving the timeliness, granularity, and accuracy of customer and service data available from the operational Oracle Siebel CRM system.

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