David Turner Chief Executive Officer at Webhelp UK – Customer Experience Innovators
Over the last 30 years face-to-face interactions have reduced, new channels have emerged and the once simple task of knowing your customer and meeting their needs has become more difficult. Or has it? In this multi-channel age, do you know your customers better?
There’s been a lot of hype recently about big data. That hype might easily lead you to believe three things; firstly that big data is new, secondly that it’s the answer to any problem you might face and, lastly, that it is very complicated and difficult to apply.
‘Data’ isn’t new, but its escalation into ‘big data’, fuelled by the rise of mobile devices and social media, and the seemingly limitless wealth of information they generate, is substantively different. Many business people find themselves wondering where to start.
Our starting point is the customer and our premise is that big data can be used to target products and services precisely and deliver an exceptional, profitable customer experience across any channel.
When your goal is to deliver excellent customer experiences by showing customers that you know them and that you’re listening and responding consistently and enthusiastically to their needs, I believe there are three capabilities a company must develop:
- First, they need to capture and analyse data to understand their customers.
- Then they need to use data science techniques to spot changes in a customer’s behaviour or needs and decide what to do next.
- Then they need to be able to design and deploy a consistent set of actions that will meet the customer’s needs over whichever interaction channel they choose.
Do you really know your customers better now or can you not see the customers for the data?
White paper: Big data analytics & the creation of profitable, personal customer relationships
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