i) What things CAN’T your customers or employees do on their own mobiles to use or serve your products and services?
ii) Do you have one application that gives your employees all the RIGHT information about the relationship you have with a specific customer or client?
iii) Is there is one area of your business (no matter how small or large) that if improved to WORK SMARTER could deliver big benefits quickly for customers and/or employees?
Answering one or more of these questions can help a client find the critical pain points that could be addressed using new ways of working supported by digital technology – the power of digital transformation!
Let me know your top three…
There has been much said and discussed about Big Data; combined with advanced analytics it is indeed a powerful set of techniques and does allow an incredible insight into customer behaviour and needs with the ability to gain control of previously impenetrable piles of information.
I would, however, like to champion a new cause: Small Data. The fundamental problem with Big Data as an applied science is that it is designed first and foremost to benefit the business that is selling or serving the customer. Loyalty cards may have direct consumer benefits, but the insights and power that is gained by the retailer is disproportionate. It’s why many consumers are turning away from yet another card (or app) to carry with them, to manage their points and to feel frustrated when the offer has just expired or the card is left at home. Likewise insights into seasonal, geographical or product based segmentation patterns can be of great use to a business, but why does a customer care? Indirectly the consumer may benefit from this as store patterns evolve, new products are introduced and contact centre handling times may change, but being counted as an aggregated statistic does not bring good customer experience as a direct consequence.
The data that interest customers is their data, their “world” – small data that is focused around their needs and wants:
- It’s data that differentiates them
- It’s data that makes it personal, but not too personal, depending on individual perceptions
- It’s data that helps drive a good customer experience at the moments of truth
If businesses and organisations can see the whole experience from the customers’ perspective and experiences, then the collective whole – the big data picture – would be a summation of great customer experiences that would truly provide insight. It would make the customer feel that they were not just contributing to a gigantic data machine to increase the bottom line of a company, but give them recognition that each small sale and each good customer service interaction builds the experience that big data can then record as a true revolution in how to use data with the customer at the centre.