
78 • Big Data Analytics
• Do customers who speak Spanish dier from those who do not?
• Do callers who hang up early call back?
• How do the customers who hang up and call back dier in obtaining
a successful resolution from those customers who do not hang up?
How do they dier in how much time they stay on the phone?
Skillful data analysis will push this line of investigation further, compar-
ing call center results to any possible precursor and follow-up behaviors that
tie to customer retention and the costs of keeping or losing the customer.
In our example, we will simplify our analysis and just ask what the over-
all percentage is of customers ...