For years, all of my browsing sessions have started with permitting the service provider to collect data on my behaviour, and track what I do or don’t do. Consent to this, register to that, approve here, on mobile, desktop, pads, in stores, non-stores, public, private. All over, all the time, everywhere.
The new norm of tracking everything has reached a stage where the information flow can no longer continue to be a one-way street, with businesses being the sole beneficiary. The data must be returned to customers, and it needs to happen in the form of better products and services, an improved customer experience and more relevant marketing and communication. Better, improved and relevant in this context should be defined as what is personally important for each individual customer.
“The data must be returned to customers, and it needs to happen in the form of personally relevant services and marketing.”
We should all demand that businesses return the data to us right now! There are tools and technology available on the market to turn data into insight, insight into processes, processes into business decisions, and decisions into value for customers. Technology is accessible and easily usable in all parts of the organization, and scalable for every business size and need.
There are also proven methods and models on how organizational processes and competency needs to evolve to turn a company customer-centric and data-driven. To begin with, data, tech, analytics, R&D and creative content creation need to work in agile cross-competency teams around the customer experience. Also, marketing and communications is an integral part of the service experience, and cannot be a seen as a separate function from service design. And finally, marketing is an always-on process with continuous customer engagements, and should, in all businesses, be seen as an instant opportunity to measure, learn and improve the customer experience.
“Never before have there been better opportunities for businesses to leverage tech and data to create value for their customers.”
The era of data is now, and never before have there been better opportunities for businesses to leverage tech and data to create value for their customers. With opportunity comes expectation, and businesses need to act now to meet new and ever-increasing demands. Customers want their data back in the form of personally relevant services and communication, and if you are not returning your data now, your competitors will.