Extending and Applying Business Intelligence and Customer Strategies for Green ICT

Extending and Applying Business Intelligence and Customer Strategies for Green ICT

Bhuvan Unhelkar (University of Western Sydney & MethodScience, Australia) and Amit Tiwary (Solution Architect, Australia)
DOI: 10.4018/978-1-61692-834-6.ch006
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This chapter extends and applies the concepts of Business Intelligence (BI) within business to help improve its environmental performance. When BI is used to improve customer service and optimize business performance, the result can also be used to reduce the carbon footprint of the organization. Various ways to improve customer service as well as cross-selling and up-selling to customers are discussed in the context of the carbon footprint – and with suggestions to improve that footprint. This is a strategic approach to the use of BI in environmental performance – resulting in what is called Environmental Intelligence. The suggestion is to use Business intelligence to improve the overall resources usage (by reducing energy and paper usage) of the organizations without compromising on customer services. For example if the customers are serviced on first contact, the follow on activities involving multiple contacts with customers and marketing paper material could be reduced. This will provide the organizations with better customer satisfaction and also reduce the extra energy usage in developing heavy duty BI infrastructure and paper used for the marketing purpose to woo back the customers.
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Understanding Environmental Intelligence – A Customer Perspective

While business intelligence (BI) is made up of complex correlations that are possible through the business systems, the end-goal of BI is to improve business efficiency and improve the decision making. An intelligence that imbues the people, processes and technologies in organizations with a new value system provides potential beyond imagination. In the current business environment, BI is achieved by having heavy duty data warehouses, processes and servers with the processing power to slice and dice available data. The focus of business intelligence within organizations has been primarily for enhancing customer service and bringing about business efficiencies. However, in this discussion, these BI reasons are considered in the context of their impact on the environment (carbon footprint). The end result is Environmental Intelligence (EI). EI is a combination of building on top of existing BI infrastructure as well as coming up with new initiatives relating to the environment. As earlier defined by Unhelkar and Trivedi (2009a), “Environmental Intelligence can be understood as the use of business tools and technologies to understand and coordinate a response to the environmental challenge”. This understanding of EI creatively extends the understanding of Business Intelligence (BI) as it enables the derivation of knowledge that is specific to the carbon footprint of the organization.

Key Terms in this Chapter

Cross-Selling and Up-Selling: deals with selling different products/services to the same customer and selling more products/services. Efficient cross-selling and up-selling can reduce carbon costs.

Environmental Intelligence: extension and application of the principles and practices of BI to environmental factors

Single Customer View: “context sensitive customer information” to each of the user’s touch point

Business Intelligence: creation of collaboration and correlation between disparate systems resulting in enhanced customer service and optimized business processes

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