about.me

Srinivasan G

Srinivasan G

Are Bangalore Tech Parks visitor friendly? Part 2

This is continuation of the article Are Bangalore Tech Parks visitor friendly? .

I started thinking what is the state of employees and contract employees coming there. Lot of companies place their staff in their client locations. These staff placed in client location have two ID cards one of their own company and one for their client. The client ID card will allow them access to their workplace office building

  • What would happen if the contractors forget the client ID card?
  • How much time will they lose standing in queue to enter TechPark?
  • Why double security? There is time spend at office reception security.
  • What is the time spend to walk from BMTC stop to actual building?
  • How much IT Tech Parks are disabled friendly?
  • How much “world class infrastructure” is closer to the experience in our buildings?

I am not saying no to security and I am asking IT companies to take more interest on their visitors and work to make things better for IT Tech Parks.

  • When a person comes with pre-scheduled appointment, company staff enters the information in system that would  send SMS message to the visitor. when the mobile is shown to visitor, the number in the message can be put to a cloud service that would validate the visitor and the visitor is allowed inside.
  • When a contractor comes on regular basis, there should be a cloud based solution that would enable single ID card  to be used to allow access to both company campuses. It might involve collaboration across vendors and if IT companies cannot integrate who else would do the job of integration?
  • Even more better thinking, can we eliminate physical ID card for employees and  provide digital ID card to be saved in mobile and can enable access.

Still there may be chances of person not carrying a mobile or new chances. Should IT companies start innovation right at their front offices? I hear media companies talking about the video surveillance in schools and other places. I would also look forward for the media to look in to whether practices of IT companies are visitor friendly and pedestrian friendly?  disabled friendly?

Are Bangalore Tech Parks visitor friendly?

In start-up for last 8 years, we have limited security procedures and were mostly present in small buildings of less than 100 people. In previous start-up, when we started having access card system,I started with felling that it was cumbersome with security, I later realized with some theft, the importance to have security based on access control mandatory.  In current start-up for last 3 years, we neither have door access control nor have Air- Conditioner; we have ceiling fans.  It is interesting to note that I have not worked in IT Tech Park  in last 8 years and none of my previous offices were prevalent in my first 8 years.

I hear from media that Bangalore has state of art facility. I hear from youngsters on bus sharing that the Outer Ring Road with offices on both sides is similar to some Highway in Silicon Valley( I have been stuck on 101 in business visit). How are visitors treated in Tech Parks? How pedestrian friendly are the Tech Parks?

In last 3 visits to IT Tech parks, these are my learning’s. Please be aware that I am pedestrian. I have not thought from the perspective whether IT parks are disabled friendly at their entrances.

  • I visited Manyata Tech Park for a business meeting. Crossing the outer ring road is a nightmare and could not identify  foot paths(Did I fail to notice). Then the visitor procedure at Tech Park gate was smooth and could get inside. There was a long walk to the office building near Food court. Once I reached and shared the reception about long walk, he shared that there is a shuttle from entrance to building. When my work was completed, I took shuttle(no charge) and the shuttle was filled with employees and lot were standing and bus was jam-packed. Once I reached entrance, I found a good number of people waiting to board the shuttle to go inside the campus. There was a shuttle empty with no driver. I waited for another 5 minutes till I boarded my BMTC  VOLVO and there was no shuttle.  May be driver was having siesta and the employees were taught patience to wait for the driver or may be cost cutting.
  • I visited a RMZ EcoZone for a business meeting. Crossing the outer ring road is a nightmare and and could not identify  foot paths(Did I fail to notice). Here the visitor procedure at Tech Park gate was to display government ID card and I displayed my Driving license. I saw a long queue. Fortunately, I asked in next counter and  I was asked to write particulars in book and allowed inside. When I refused give my mobile number, there was concern from the security that I have mobile and why I do not want to provide the same. I explained that I can provide him and not the visitor register as it might get misused. Then I was able to sneak-in. I am not sure what would have happened to me if I have forgotten to carry a government ID with me.
  • I have visited Embassy Golf Links Tech Parks to visit Microsoft, Fidelity and Yahoo offices on weekends to attend start-up community events or my ex manager. I find the access  access more simpler and appreciate them for their access. Here there is no shuttle and if you happen to get down from auto on the wrong entrance, the walk is really long. I like that there is foot path on the main road for pedestrians to walk.
  • I have visited Bagmane Tech Park 3 years back for Samsung to do some testing our mobile applications to board app store and the visitor experience was comfortable. 

Last week I experienced the heights of my experience in ITPL Whitefield where I had gone for a business meeting. There is a long queue to go inside and there is visitor entry form that needs to be filled and you are supposed to submit the visitor entry form and present a government ID at counter. I was upset of myself why I did not plan sufficient time for this. I gave the entry slip and she took my photo and took my Driving Licenses ID Card. She gives me back a visitor pass and not my Driving License. When I ask back for Driving License, I am informed that it will be in their custody and I can pick up on leaving after giving visitor pass.

 When i insisted that they cannot hold my government ID as they have no right, a security staff gets visitor card and gives me my Driving License. Stating that this is a cheap tactics and the procedure board does not mention that ID card can be withhold for issuing visitor pass and he was rude, I started walking inside saying that my visitor card has been printed and security is playing mischief. The security guy calls local supervisor on the road and then the other senior supervisor.

The senior supervisor says that this is procedure and asks me to cooperate and support. He also seems to understand that it is a government ID card ( what happens If I only had my passport) and he has never thought whether he had rights to withhold the same.  I took him to the board and showed that the procedure expects visitor to display ID card and there is nothing to effect that permanent card has to be handed over and I am worried of the safety of the ID card  and who is responsible if they lose the same.

He called his supervisor or director, who assured that he would provide personal guarantee for the safety of the card. when pointed out it becomes personal guarantee for his official work, he said that my question was genuine and do not want to delay further and promised that he would do best to have things in right shape. As nearly 30 minutes was spend at entrance and I believe in humans, I gave my Driving License and went in( collected on return). The foot paths were vehicle friendly and not pedestrian friendly.

Telecom,Mobility,Customer.

When I left college 16 years earlier, some large technology shops were  telecom companies, Alcatel, Ericcson and Lucent Technologies. They have contributed significantly towards the introduction of internet  across population in those years, along with mobile operators. Today all these companies continue to be involved in basic communication infrastructure, but their influence has reduced significantly and are no more driving force in their industry.  The  focus has changed towards customer.

Why these companies not change their focus towards consumer? The internet consumers were their customers or existing subscribers and they hold gateway to internet. Having experienced dissatisfaction calling operator agent over the provided response, I want to find the reason on what makes the agent to respond in particular fashion not aiming at customer delight.

In a simple scenario, where person  travelling abroad and wants to plan deactivation of the service and call operator. the person is asked to call on the day when he wants to disconnect the service. No customer agent accepts that they do not have mechanism to schedule this task  and that is why they are not helping customer in his planning.  The customer agents  are accustomed to the software provided that not does not allow them to schedule deactivation. The software is not helping to focus on  customer.

Traditionally, mobile and broadband operators and telecom providers provided limited freedom of choice  to their customers.  The telecom provider created console clients and provided to the mobile operator. The agents of the mobile operator were trained  on console clients and mobile operator offered services related to plans and capabilities to customers. The customer can either reach the call centre or file a physical application to  activate and deactivate specific plans. Some of these plan activations  were associated with joining fee  charged to consumer to experience the service for first time.

Arrive mobile devices, the mobile operator started to allow the  user to toll free number to en-roll and change a service plan and the  payment is based  on consumption. The pragmatists and conservatives feared that they might not use service post enrolling or changing plan and were doubtful where there was a hidden agenda to charge them for non-usage, similar to Value Added Providers earlier.  Absence of the feature to start and  stop data plans and voice plans from mobile phones  did not help customer to adopt and move to mobile data services and other new capabilities.

Here came Apple with a smart phone and  a application ecosystem.  To win the trust of people to use data services, their mobile phones have a internet soft switch and WI-Fi soft switch.  All the applications running can connect to data services only if the internet soft switch is enabled and the same with WI-Fi too. By providing this to customer, they empowered customer to start and stop internet usage on mobile devices. The customer started to trust that they have control over the mobile data services and they  started using maps and listening to audio and viewing videos, increasing mobile data service usage.

To make customer use more data services, you need to make them perceive that they have complete control over usage and earn their trust. The mobile operators failed to earn the trust of their customers and were only focused on profits.  Additional companies like Google and Microsoft started entering this space and the mobile operator  gave a free ride for new companies to own customer and lead lead the mobile data space.  Why mobile operator  failed to innovate towards customer ?

Today mobile has enable more collaboration for customer. More the collaboration has resulted in more applications developed.

  • Most of us get SMS on our phone based on debit in your bank account or credit card billing.
  • Individuals get PIN to complete on-line payment transaction(debit or credit)  with more sense of trust and faith than before.
  • Enterprises are enabled to collaborate with stakeholders present in multiple locations based on SMS and internet available with stakeholders to authorize company bank account payments using mobile PIN.
  • There can be new scenarios like, when customer talks to user agent, the agent can initiate a real time chat  with customer at the same time and they have the ability to use both of  the communication medium of voice and chat adhering to a seamless experience.

You see WhatsApp  has  taken away SMS revenue of mobile operator, by enabling  mobile operator to effectively use the existing  USSD infrastructure.  Why mobile operators did not create a service like WhatsApp ? How mobile operator gains insights on the customer needs after they have outsourced  customer service to third parties?

“Analytics as service” for SMBs – Part 2

Some SMBs utilize services of analyst today. The analyst helps SMB owner to make decisions today to decide businesses approaches to help business to generate more revenue.    Though there are analytical approaches to reduce cost and manage inventory and arrive at right prices, my idea of the blog  is around customer acquisition which is critical for the business.

Most of the the business owner would answer “Yes” to both the below questions. They would also be ready to pay if they see a logical route to achieve the below two goals.

  • Do you want more customers?
  • Do you want more money from existing customers?

Increase in number of customers and increase the money generated from every customer means growth in revenue, business. Let us consider a scenario that happens today where analyst is engaged to help small business today.

The marketing/sales manager of SMB proposes to the SMB owner with a proposal to run a specific marketing campaign or open a new store in a particular area.   Where the campaign proposal is similar to previous times, SMB owner finds it easier and simpler to approve the proposal with awareness that the last year campaign provided a comfortable result and he assumes the same would happen this year also.

The marketing and sales managers provide cost estimates for approval to be spend to reach the projected milestone. If there is new innovative business proposal where SMB owner has less awareness, SMB owner is aware of the decision on which both future business revenue and the cost to be spend to earn revenue depends. To mitigate the risk to take decision, SMB owner engages with a trusted analyst, known for a long time to help with the  decision.

The trusted analyst neither works for SMB and neither has access to customer data of the SMBs.  The analyst needs to bet on his experience and intuition and market relationship to recommend to go forward with  the business actions for the SMB owner. To be true to his profession, the analyst asks SMB owner for the data about customer and requests for reports. SMB owner connects with IT person in organization to check whether he can pull and present the data.

IT person requests for sufficient  time to provide necessary reports. Let us accept that IT person might have no understanding of the database structure and there is process to connect with IT expert to get the required data in desired format. IT person asks analyst  to specify what is the data needed. When the analyst asks what is the data available, the IT person has limited knowledge about data beyond standard reports.

SMB owner observes that business analyst requested for data and his organization is not able to provide data.  He also observes that business analyst had recommended a decision based on his experience and insights from his business network.

The suggestion of the business analyst seems to match with the intuition in SMB owner’s mind. SMB owner is not clear whether he had casually shared the intuition to the analyst  and analyst is projecting the same as insights.  As there is trust and long term association, the recommendation of the analyst are approved based on faith and personal touch.

Today when there is no analytics,  there are no elaborate mechanism to capture the recommendation of the analyst and also the outcome of the campaign or decision based on the proposal. Effectively there is no measure captured for future reference. The analyst is handicapped at the end of the time period to verify whether the recommendation resulted in to favourable  results for the business.

Analytics’s in place helps to implement  “Propose- Measure -Learn” feedback cycle . Here the recommendations are captured and the approach to measure the actual result is planned  before implementing the recommendation.  At the end of the analytics cycle, the  analyst can understand the gap between projection and captured actual result.

This enables the analyst to identify the reason behind the gap and also validate the extent of the actual measured results against the recommendations. The  insight from measurement against projection helps the analyst to modify or tinker recommendation for the next  business time interval.

With analytics in place, “Analytics as service” provider can evaluate how to capture the following value add customer  information  to get better insights.

  • How to integrate customer social networking data to get better insights?
  • How to make use of external available industry insights about customer from the same domain space?

“Analytics as service” for SMBs?

I like experience of visiting book shop and browse for books and read book synopsis and select a book. My daughter is also trained to search for book, read synopsis of the book  and pick books needed for purchase.  Today book-shop sizes are coming  down. The e-commerce companies have grabbed chunk of  major customers by providing the purchaser with recommendations and tips and purchase pattern among various categories.

In the current times, the book shops have started to display “Top 10 best selling books”. While this is a positive move, the regular clerks in bookshops  who gave good recommendations have left their jobs and the new clerks have limited information and I doubt whether they have reading habit. I felt loss of the personal touch of the staff who understood my taste and provide recommendation.

Today e-commerce companies including Amazon and flip-kart use analytics to provide better recommendation to their customers. Amazon provides customer delight to their customers across all customer interactions. This is in addition to reduced price offered. I also migrated to purchase books on e-commerce platforms.  The analytics platform of e-commerce companies provides them the advantage to record customer moments and come with purchase patterns approaches required to create customer delight.

When e-commerce business have developed their own analytics’s, the physical stores and chain stores are yet to take help of  analytics in their business. While e-commerce business cater to  only few categories, there are still a major set of categories that are serviced by retailers, physical stores and SMBs, that  are not disrupted by e-commerce players. Can the  physical stores develop analytics capability to compete with the e-commerce companies?

Every business wants to get more customers and also get more money from existing customers.  

What is the state of  physical stores and SMBs today?  In developing countries like India, SMBs and physical stores started to use internet to comply with new guidelines from government to pay income tax and service tax on-line. In addition, the cloud offers them a new approach where they need not purchase hardware and can host applications on the cloud.

They have no analytics even today for various reasons.  They are aware that there are enterprise software like SAP that could help in analytics and the software is quite costly and also needs them to purchase hardware. They also need to take service of costly experts to operate software. Effectively SMB owner is not confident to trust  ROI that comes from their investment. Still, a lot of cloud based ERP software’s are yet to provide full support of analytics module.

Is there an opportunity to offer “Analytic as service” to SMBs and physical store ? It would be too greedy to assume that SMBs can start with analytics on “Do it yourself” approach. SMBs require the help of business analyst to understand their business objectives and start adoption of analytics in business and the business analyst needs support of  technical experts to set-up  the  analytics at SMB and to start with standard reports suitable for business .

How to reach a place fast? Car? Walk ?

If you provide the answer “motor vehicle”, your answer is wrong in the context of the traffic signal at Kundanhalli Gate or Silk Board in Bangalore. By walking, you can be faster and can also reach ahead of the bus or car. During peak morning hours, by walking you gain a 15 minute advantage over motor vehicle at Kundanahalli Gate. Let us understand how walk can be faster than bus and car. Read  The 40-min crawl to travel 3.2 km

 ITPL area is location where IT companies are situated and more than a lakh people have their work place in this area. Company employees come in the morning by buses to ITPL from different places in Bangalore and go bak in the evening. The route to ITPL is famous for traffic jams. People spend more than an hour to come in the morning to work and spend evening to reach home, irrespective of their mode of travel, public bus, company vehicle or their own car. Most of the cars have single passenger who also acts as driver or passenger and his driver.

My home is located on the en-route to ITPL and we are close distance from ITPL. Very few people in apartments go to their offices in ITPL by their bicycle and hence they mostly use car.  Fortunately or unfortunately , my work place has never been at ITPL. I relocated to house on the way(main road) towards ITPL 7 years ago.  When the bulk of employees comes to their office in specific direction, I travel in the opposite direction.  When I relocated to my new place 7 years back, the transport going in the opposite direction was quite smooth and we could go quite early. Once I relocated here, I started using public transport and I continue to be a IT person using  public transport for last 7 years.  Those days were lucky days as they was less traffic in the morning on the opposite direction and  the same was the case in the evening.

Alas! My luck has gone today. It takes me also an hour of commute every day from home to work and reverse direction.  Here is a brief of what happens.

  1. More corporate buses are coming to ITPL in morning customized only for IT employees working in specific IT companies. These buses need to go back and most of them go empty handed on the return trip.  Hence there are a lot of buses with very less passengers on the road increasing the traffic.
  2. Keep in mind the conductors of the buses want to increase collection and drivers run in bus race every day. Due to race for money collection, the bus does not stop at the bus stops to pick up passengers as they speed up and travel on extreme right to make sure passengers are kept waiting.. Then they would also stop at some bus stops and wait for passengers to come. For me both these extreme behaviour are frustrating and would make passengers move to self transport from public transport.
  3. 2. You read earlier what happens with the customer service to bus passenger. BMTC has felt the pinch of more increased expense to run multiple bus routes with little or no passenger. Hence BMTC has increased the bus ticket price. Once upon a time what costed Rs 30 now costs Rs 70. I have monthly VOLVO bus pass and my bus pass has increased from Rs 1300 to Rs 2300.
  4. For normal people, there are no normal buses with normal charges. when there are lot of VOLVO buses going empty, there are few buses going for the normal people and persons who need real transport are not getting the affordable transport.
  5. Outer Ring road has lot of under pass and flyovers. Within a 4 km stretch there are 4 of them and the traffic moves fast in that area. The vehicles that speed across this area either comes and get stuck at Silk Board or at Kundanahalli Gate today. Without acknowledging that better road connectivity increases more vehicles to play on road, there is a proposal to also construct a flyover at Kundanahalli Gate.
  6. As the congestion has been moved by underpass and flyovers from Outer ring road to kundanahalli gate, the transport authorities have decided to give preference for people coming towards ITPL than for the traffic going in opposite direction to ITPL. Else there is going to be traffic jam on Outer Ring Road. This approach has affected my transport means and the time to reach my office has increased.
Analysis of the Challenge: The major time is spend at kundanahalli gate and Silk Board.
  •  I use approach to shorten wait time by taking a  walk from where bus stops in traffic jam and reach kundanahalli gate to board the first bus waiting at the signal. I have to follow the same approach at  Silk Board. Kundanahalli gate walk is easier and simpler compared to Silk board as there is atleast foot path for pedestrian to walk( do not ask about motorists driving on them) at Kundanahalli gate.  Closer to Silk Board, there is no footpath and there is no clear bus stop de-marked here when passenger travels on silk board terminates buses.
  • The drivers of the buses going beyond Silk Board exercise their choice to open doors not based on traffic and their position, but based on their mood that day. When they do not allow the passenger to board at the signal,  the passenger needs to walk another 100 meters crossing the signal to reach bus stop and there is high propability working against the passenger that bus would cross the next step before he reaches the next bus stop and he is forced to wait for the next bus.
 One can observe that by arriving at approach that helps us to do things fast, faster and fastest without a good preparation, we actually end up going slow in our day to day travel. What to do about this?  Will driver-less cars change the status quo? Will arrival of Uber in Bangalore solve problem of traffic jams for people using public transport and  ones who cannot afford cars ? Does a flyover at Kundanahalli really solve the problem?

Today, employer’s primary interest is to find the best person for the job.  They have time constraints to put right effort to hire talent and the educational institutions are not providing them with precise metrics to explore. They lack the advantage of data and depend on the intuition of the decision makers.

The corporate recruitment team asks the decision maker to help them in recruitment and the quality bar of completed student output. The decision maker has time constraints and  observes that best accountants and engineers came from a specific institution (brand) and flock to that institution. They know this might not be the best approach. The decision maker recommends the recruitment team  to follow minimal risk approach, fire from branded institutions and institutions where they studied.

Following the same approach over years, the power of the alumni increases and the institutions visited by corporates become branded ones.  Students wants to get jobs paying higher salaries and  do not care for institution’s learning methods and join the institution that has placement. The historical perception of branded institutions has made whole thing a mess. There is clear lack of transparency and that is problem.

An educational institution offers a primary outcome and secondary outcome. The primary outcome is to facilitate learning for student and enable students to understand requirements of career post the learning period and also make them matured for life. The secondary outcome is to research, networking, extracurricular activities, and job placement. Today there are a lot of initiatives to bring a change in the secondary outcome including social networking channels, self-learning on-line programs, MOOC, online career assistance and remote learning.

A good start indeed. The initiatives  also needs to focus on the primary outcome of employ-ability and  cover both fresh jobs at graduation of a student and help  student to increase their ability to chart their careers with evolving industry needs.  To solve the problem, learning approaches need to measures learning parameters and provide transparency in measurement  to remove the bias and create comfort for  the stake holders. Start developing metrics and mature methods to capture metrics is one strategy to solve the problem.

  • Focus on what can be measured. Do you want to focus on  the skill that can be measured or  just soft skills that is not easy to measure?
  • Start the process where it is easier to measure and where even minor differences matters to employers. Computers can be enabler in this process.
  • Focus on areas where learning outcomes are measurable. Already computer science learning is measured.  Identify other entry level jobs that are performed on computers. Here comes  finance, accounting, banking and insurance.
  • To make the data collection  strong, the data set needs to be correlated with the data sets of the corresponding skills required for most entry level jobs in the minds of employers. The stronger the correlation, the importance of students trained in this approach increase.

While alumni brand matters to people, recruitment teams will consider another candidate on being convinced that another candidate is stronger. The another candidate needs an alternative credentials to demonstrate that   he could perform the necessary work exceptionally well.  When the data driven educational institution comes, the biases will break down. Employers should be able to view the metrics and also trust the metrics and the metrics need to lead the recruiter to think of hiring the applicant from the non-elite brand.

If educational institution is newly started one and lack strong placements, go on-line, take control of the data and get control of your situation.

  • Create accurate, real-time data sets around learning outcomes. Make sure the outcomes are inevitable.
  • Be transparent with the approach to measure the learning outcome
  • Start measuring learning outcomes and record them.
  •  Make the learning outcome available on-line  and create transparency by providing access to corporates.

Can Big Data lead to customer-centric practises? – Final

Let us assume that you walk into your favorite store. The cameras identify who you are and you are identified and the identity is passed on to  the app carries by the  in-store sales associates.  All  your shopping characteristics such as loyalty, past purchases, cross-channel preferences, service incidents, and social media footprint  are at the hands of the sales associate.  With this information, can the sales associate walk up to you and greet by the name and also  inquires about the most recent interaction rather than just pushing the new product. How will the customer feel in this scenario? Will he feel personalized? Does it alters the in-store shopping experience of customer?

  • Some of you might point that  a subset of this experience is available in e-commerce websites? How to get more from e-commerce websites? How to make in-store sales associates provide you will this experience. How can the same experience also come the physical stores?
  • What does it mean to business for collected Big Data to be in fingertips of sales associate to deliver a better customer experience?  How will business look at Big Data that provides information in a short window of time to sales associate  to make  your customers’ interactions better?  Helping your customers  is value delivered, indeed.

Without pushing Big Data down throats of business decision makers, Can we demonstrate to business stakeholders how truly Big Data can deliver the value as smart and intelligent actions for their in-store sales associates to understand customer context better?

In the above example, what should sales associate perform when he is aware that the  customer is grappling with the issues in product purchases earlier this month and there is no fault with the customer? In some of these scenarios,  the store associate cannot solve the issue. Being aware of the customer issues, empowers sales associate to respond more empathetic to the customer and customer can be made feel better.

Let Big Data to help business to make customer more happy and satisfied and also equip business to position products to customers they are genuinely  interested.

  • Discover what organizations can perform to win the loyalty of customer and make them come back again and again.
  • Understand beyond basic customer profile of who is customer, what they want and their contact preferences. Help business to come with customer programs to collect the information from the customer for dual benefit of to serve the customer better and also to plan strategy to get maximum value from the customer.
  • Arrive at effective promotional campaigns that is not general message and is more targeted towards individuals or  a category of individuals. For example if the customer has history of purchasing health conscious foods, a campaign that offers coupon to get discounts for junk foods has no meaning and makes him feel irritated
  • Influence or join new product manufacturers to target their samples to the right set of customers who are more likely to experiment with product at launch.
  • Enable Collaboration between two business that are in complimentary category from a customer stand-point. For example, what Big Data needs to perform for business to provide the customer availing parking ticket reimbursement with alternate option of getting a discount coupon to dine the nearby restaurants and the customer can choose what he wants to take?

Which business would say No if  Big data helps them to get  more business value from existing customers? While they might want to say Yes, lot of SMB business do not have luxury to store and manage Big Data. They cannot upgrade to complex software that  is expensive and not suited to their context. For example, Hadoop can be overkill for the size of their business. What are their needs?

  • Cloud based service to offer big data support in their business context(size and value) in terms of customer acquisition.
  • Support service( prefer in person)  to help them hook on to the Cloud service.
  • Analyst service( prefer in person) to understand their business and help them implement the actions across their organizations.

Can Big Data lead to customer-centric practises? – Part2

In enterprise, every employee does not recognize different customer segments across the entire organization.As customer, we might expect all employees to be aware of customer specific information and that does not happen in real sense in existing systems as the enterprises work in silos to achieve organizational their efficiency. They do not measure the impact of silos on customer efficiency.

A customer-centric approach requires a seamless and positive customer experience at every touch point of the customer life cycle.

Today approach towards customer  is more of  process centric / product centric / channel centric / service centric. Data is available in silos across an organization and this  makes it difficult to really achieve customer-centric approach. So therefore, as long as there is no truly data-centric approach within your organization, truly customer-centric is difficult to achieve.

Every department has a different view of who the customer is. This should be prevented at all times. For data-driven, information-centric no department should ‘own’ the customer, or the data, and all should have the same view of who the customer is. This will ensure better customer interactions across all channels and departments.

While CMO is more interested with big data implementation to understand customer, are other enterprise stakeholders view Big Data critical to the ability to develop and execute customer-centric programs.

Enterprises need to create one customer view across the organization. The understanding of what data impacts the customer experience is first step to build customer-centric company. Integration of different business data involve different stakeholders across the organization and can lead to cross-organizational discussions about that customer.

Organizations need to strive for such an alignment and integration of data, technology, processes and people towards customer needs to become the main focus point for companies.  Is leadership ready to develop a culture that places the customers at the heart of decision-making?

 

Can Big Data lead to customer-centric practises?

Let look at approach of operation of bank or mobile operator today to resolve issues faced by customers.

If you’re at an ATM and it is out of money, it would be nice if the bank will know that and issue some sort of apology by SMS or the next time you meet the banker. Better if the bank identifies that ATM is out of money and pro-actively refill cash.

Well, you are talking to a friend on your mobile. The call drops in-between and this happens at a specific location while travelling to your home. Can your carrier track this and make sure that the tower coverage in that location is made better? Better the next time your carrier drops a call, the carrier applies an immediate credit to your bill.

Today companies look at incoming data of all types, analyze it, and then tweak their applications or user experiences according to what the data tells them; This creates a good fast-response development for customer challenges. This is a good start point towards being customer-centric.

Today enterprises make use of social media to enable customers to interact easier, better, faster and more-often with organization’s and enable the organization’s to know more about their customers. For me a truly customer-centric organizations will be one that would identify the customer had issue and make the process to resolve the same simpler.

I also see that the call centers handling customers lack capability of combining and analysing all data created during interactions(email, phone, physical, social network and chat) with a customer and to link it with other data within your organization. if the phone call drops during customer call to call center,the customer is put the onus of responsibility to identify and repeat all the information to new call center representative and this is frustrating.

As customer, my expectations to start with are

  • Receive a seamless integration across the entire value chain.
  • Organizations have no excuse any-more to put the customer at the centre of all decisions and the organization should be able to connect relevant details in every medium where they connect with that customer 1:1.

Such a customer-centric organization should build an operating model around a deep understanding of its customers, what they value, and the contribution, or the customer life-time-value, that each customer makes to the profitability of the organization.

Archives

HBR Blog Network - Harvard Business Review

Business bloggers at Harvard Business Review discuss a variety of business topics including managing people, innovation, leadership, and more.

Box of Crayons

Feels strongly about building good software.

Seek, Plunnge and more...

My words, my world...

Life Coaching

Series of Articles to Foster and Nurture Personal Growth

Best Engaging Communities

The personal blog of Mukund Mohan

confused of calcutta

a blog about information

Senthil Bhardwaj's Blog

Just another WordPress.com site

Sendhil's Cyber Home

Make a difference

Digital Software Development

Learning's from my digital journey

Steve Blank

Entrepreneurship and Conservation

Follow

Get every new post delivered to your Inbox.

Join 538 other followers