From Big Data to Great Services

Big Data is increasingly adopted by a wide range of service industries to improve the quality and value of their services, e.g., inventory that matches well the supply and demand, and pricing that reflects well the market needs. Customers benefit from higher quality of service enabled by Big Data. Service providers get higher profits from more precise control of costs and accurate knowledge of customer needs. In this paper, we define the next generation high quality services as Great Services, characterized by 4P Quality-of-Service (QoS) dimensions: Panorama, Penetration, Prediction and Personalization, which go much further than current services. The transformation of Big Data into Great Services would be difficult and expensive without methodical techniques and software tools. We call the intermediate step Deep Knowledge, which is generated by Big Data (with the 4V challenges - Volume, Velocity, Variety, and Veracity) and used in the creation of Great Services. Deep Knowledge is distinguished from traditional Big Data by 4C properties (Complexity, Cross-domain, Customization, and Convergence). In order to achieve the 4P QoS dimensions of Great Services, we need Deep Knowledge with 4C properties. In this paper, we describe an informal characterization of Great Services with 4P QoS dimensions with examples, and outline the techniques and tools that facilitate the transformation of Big Data into Deep Knowledge with 4C properties, and then the use of Deep Knowledge in Great Services.