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.