From a tactical and bottom-line perspective, the real-time analytics ap- plication has reduced the customer churn rate by 10 percent and reduced the cost of retaining customers by more than 60 percent. From a strategic perspective, the real-time analytics product measures the performance of the different outsourcers by agent and location. It also produces reports for the various stakeholders in customer service, sales, marketing, prod- uct management, operations, and technical support. These departments can then use the customer verbatims and insights to improve their per- formance. The Real-Time Analytics Market The real-time analytics market is confusing, as there are vendors from many different functional areas offering "real-time" analytics solutions. Figure 9.5 reflects the variety of vendors claiming to offer real-time ana- lytics. The majority of these products are not designed to capture un- structured text and phone conversations, analyze them, and take action in real or near-real time. Many of these applications are able to capture and analyze structured input, but only in a reactive mode, using old and often