The German telecommunications market is highly competitive and driven by constant innovation. Companies that fail to react immediately to network issues, current technology trends, or changing customer expectations lose market share quickly.
Although Telefónica Deutschland had solid processes, the Business Analytics & Artificial Intelligence unit struggled to keep up with the varied and numerous demands from employees across departmental functions, including controlling, network technology, sales, and marketing.
"Market and technology in our sector are evolving rapidly, and traditional reporting can’t keep up with the demands of our employees and departments,” said Jürgen Herr, Manager Analytical Processes and Monitoring. “Our Business Analytics & Artificial Intelligence unit was working at full capacity just creating all the additional reports and analyses necessary for day-to-day decision making."
Telefónica Deutschland decided in 2016 to democratize company data and empower employees with self-service analytics and reporting that provide important insights for their work.
With Tableau Server, Telefónica Deutschland provides its employees with a business intelligence platform that allows them to use data from the past to understand the present and make better decisions for the future.
"We created a platform that is open to all employees on the intranet," says Jürgen Herr. "There, we provide certain information and analyses to everyone. Then there are numerous private sites run by the individual departments where only they have access and analyze their own specific questions and data volumes."
To grow adoption, the Business Analytics & Artificial Intelligence unit regularly hosts internal webinars and requests feedback from employees to understand their needs better.