Companies often discover that the more tools, applications and platforms they add to their tech stack, the harder it becomes to see how these have a positive impact on their business.
That’s partly because increasing complexity translates into higher operating and maintenance costs. But it’s also because disconnected systems and siloed data make it impossible to reach the holy grail: 360-degree customer visibility. As a result, of course, time-to-value is slow.
What if I told you there’s a tool out there that can solve all these business challenges?
We believe there’s a better way to plan and execute IT architecture, so that businesses derive more value from their IT investments, faster and more reliably. The solution lies in embedding performance tracking and optimization into every aspect of your business.
That’s why we’ve developed our Performance Ops approach.
What is Performance Ops?
At its core, Performance Ops means embedding performance tracking and optimization into every aspect of your operations, and using data and AI to do it, so that it happens automatically and in real time. This opens businesses up to much greater levels of efficiency and proactive, personalized user engagement.
It also continually identifies and seizes new avenues for growth, making sure no upselling opportunity or retargeting tactic is left unexplored. But to make all of this happen, you have to start with a rigorous, silo-free approach to data management.
In the delivery of Performance OPS to our customers, we take a phased, 4-step approach that enables our clients to enter into a virtuous cycle.
By unifying your company’s data (phase 1) with a lakehouse approach, it becomes possible to perform analytics and derive actionable insights (phase 2) into your customers’ preferences, needs and behavior. Subsequently, these insights are fed into machine learning and AI tools to deliver predictive analytics (phase 3) that enable you to identify what your customer is likely to do next. As a final step, AI is deployed again to automatically execute the best action (phase 4 - for example, retargeting your customer with an offer or recommendation that’s hyper-relevant and personalized).
To make the process continual, the automatic execution of the best action is also captured in data form and fed back into your lakehouse. This ensures that the system gets smarter and smarter – and better at keeping your customers happy and engaged.
Performance ops in action: Real-life business impact
We’ve worked with our clients to put Performance Ops into practice and help them transform their UX. It’s proven to be an effective strategy for building stronger and continuous connections with customers from acquisition to engagement to retention. For citizenM, a long-time partner of ours in the hospitality industry, it meant unifying scattered customer data from dozens of different sources into a centralized and detailed customer view. As a result, they’re increasing customer satisfaction and retention with a user experience that hotel guests won’t find anywhere else. Thanks to a data-driven approach, citizenM makes sure every aspect of the stay is automatically configured to the guests’ known preferences, right down to the temperature and lighting of the guest’s room.
Performance Ops is also enabling our client AFC Ajax to reach its fans like never before. Thanks to their data insights and AI-driven mobile app, they’re able to target customers with super personalized offers, such as content or merchandise related to the fan’s favorite players. With predictive modeling and automated execution, they’ve also created an entirely new revenue source. The Performance Ops approach enables them to accurately model how many seats are left empty at each match (despite those seats technically being reserved for season ticket holders and other special guests who are unable to attend). These unclaimed seats can now instantly be put on the market through so-called secondary ticketing, enabling Ajax to monetize what would otherwise be empty seats.
Learn all about Hypersolid Performance Ops
If you’re curious about how Performance Ops can help you quickly derive more value at every stage of your company’s customer journey, check out our full white paper. It walks you through our process in detail and contains lots of real-life examples of how our current clients are already using this approach to maximize their business impact.