Too much data, too little understanding

It has become one of the most used business maxims: Data is the new natural resource.

And, to a large extent, that’s true. The data explosion of the digital era has presented businesses with historic opportunities to extract all kinds of insights on how to better serve customers. Thinking that data may not always be accurate, but it is better than guesswork and opinion.

However, when organizations examine all of this data for click-through and conversion rates, search logs and other requests or preferences are codified through apps, websites, or When interacting with customer service, many people don’t realize they’re making the situation worse.

Turn to a digital experience to understand

How so? As the world shifts to primarily digital experiences, companies have been tasked with trying to understand customers they rarely see or talk to. But allowing big data to bypass traditional and more personal insights methods only widens the gap.

This is how we end up with organizations that claim to be “customer-centric”. However, according to a year 2021 survey by Harris Poll and data platform provider Redpoint Global, 55 percent of consumers feel undetected by the brands they interact with and 48 percent feel undervalued. Noisy.

Companies have no choice but to find the best ways to better understand their customers so they can anticipate and support their needs and deliver exceptional experiences. That’s just market reality.

Consumer expectations, you see, have never been higher. As a result, the digital market is exploding with businesses, many of whom offer nearly identical products. With so many choices, people can get their money elsewhere with a single click or tap on a smartphone.

Today’s consumers compare experiences

In addition, today’s consumers tend to compare experience in the same category and across all the products, services and brands they encounter. For example, when consumers buy clothes online, they can compare the experience with the experience they booked in front of a restaurant through an app. They are different beasts, but consumers don’t care: They expect the same quality.

The key differentiator and driver of loyalty in the digital economy has been customer experience. Do they feel understood and, on a personal level, appreciated? Can they set up a new account smoothly? Is the app easy, useful, and fun?

Customers love the best experiences even at a higher cost

Research shows that customers regularly flock to companies that provide them with enjoyable experiences and remain loyal to those companies after making a connection — sometimes, even when another company offers them. offer similar products at a lower cost or with faster delivery. The business with the best experience and making an authentic connection usually wins.

Keeping up with these unprecedented customer needs is overwhelming and costly, and that is why so many organizations have chosen to tap into their vast trove of carefully collected customer data. surname.

Doing this feels good, and many business leaders are conditioned to believe that numbers are all they need to make the right business decisions. So company after company spent a lot of dollars creating heavy data collection and analysis, and then they just trusted the numbers.

But there’s a problem: Customer data gives an incomplete picture.

A few examples:

Analytics sheds light on observable customer activity, such as what a customer is doing with a product or experience, which can help identify patterns and areas to address. But they don’t allow for a nuanced, emotional understanding of what it’s like to be a customer. Viewing customers as data points rather than people means that companies can only make educated guesses about what’s on the customer’s mind…and possibly wrong.

B2B world and CRM system

In the B2B world, CRM system often used to answer the question, “What am I doing with my client?” Most businesses cannot function without these tools to manage customer information and relationships. The pitfall is that these systems only provide information about the customer from the company’s point of view.

They don’t collect information from users, so everything is viewed through a corporate lens, which is self-service and the antithesis of customer-centricity.


And what about these consumer survey Constantly being asked to fill in? These can provide insights into how customers feel about their experience. However, surveys can be problematic for a number of reasons, such as survey fatigue that limits profits, generalized responses that lack the kind of subtle feedback that can reveal, and even There is even the possibility of bots infiltrating online surveys.

Perspective is missing in these techniques: what the reality will look like for the client’s shoes. None of them go in-depth or provide a wide enough perspective to give businesses a deep and genuine understanding of what fascinates and guarantees loyalty from real, live people.

Will actual customers please stand up?

Companies need to pair data with authentication data, individual customer point of view to assemble a complete picture of a multi-dimensional, human deterministic customer.

That requires building customer experience narratives that include observing and sometimes conversing with customers, listening to what they are saying and how they say it (emotion, speed, intonation). , note facial expressions and body language and any other human cues that show interest, frustration, and motivation.

In a digital age when consumers have seemingly limitless choices and wield extraordinary power, a company’s ability to see the people they are creating experiences is what makes them unique. should be different from competitors.

Without that, businesses risk building products no one wants, making ill-informed decisions about current offerings, and becoming increasingly detached from the people they serve.


To be clear, data alone won’t help drive Unforgettable customer experiences. Data can help give the big picture — often in the form of trends and patterns — but customer story input adds color and context, and offers a human perspective that only It’s impossible to rely on numbers.

Featured image credit: Photo by Ryutaro Tsukata; Bark; Thank you!

Andy MacMillan

Andy MacMillan

Andy is the CEO of UserT Testing and oversees the company’s strategic direction. Before joining UserTesting, he was the CEO of Act-On Software. Andy has also held a number of senior leadership positions at Salesforce, including CEO of Product and Senior Vice President & General Manager of

Source link


Goz News: Update the world's latest breaking news online of the day, breaking news, politics, society today, international mainstream news .Updated news 24/7: Entertainment, the World everyday world. Hot news, images, video clips that are updated quickly and reliably.

Related Articles

Back to top button