Big Data, Big Mistake

Gerry McGovern waxes lyrical on the perils and pitfalls of a Big Data led customer experience strategy:

"Customer experience begins with an understanding of the customer’s experience. By walking in their shoes, seeing the world from their perspective, truly, genuinely empathizing with them. The customer decides what experience they want. Your job is to make it the best experience it can be. It’s not about deciding what experience the customer is going to have, but rather about enhancing the experience the customer has decided they want to have.

Some think that Big Data is the answer, that it is the goldmine of customer understanding. Big data has tremendous potential if the people analysing the data know what they’re looking for and why they’re looking for it. Without empathy for the customer, Big Data is like looking for a needle in a haystack, without knowing what a needle looks like."

He has a point! For more information about our customer experience measurement, tracking and strategy services contact: