Hertz, a car rental company in the

Hertz, a car rental company in the U.S., uses big data to improve customer satisfaction. Hertz gathers data on its customers from emails, text messages, and online surveys to drive operational improvement. For example, Hertz discovered that return delays were occurring during specific hours of a day at an office in Philadelphia and was able toadd staff during the peak activity hours to make sure that any issues were resolved promptly (IBM,2010). Southwest Airlines uses speech analytics to extract business intelligence from conversations between customers and the company’s service personnel. The airline also uses social media analytics to delve into customers’ social media data for a better understanding of customer intent and better service offerings (Aspect, 2013).