Let's Lean Forward
By Maz Amirahmadi · 27 July 2016 · 2 minute read
According to Scott Miller, Vision Critical’s global CEO, coming home to the family after a long business trip is always a challenge. Your partner has been running the household alone in your absence. There’s a sense of neglect as far as the kids are concerned. At the same time, you’re exhausted and your body’s crying out for sleep. But no matter, this is when you have suck it up and…. ‘lean forward’. Yup, that’s it apparently. Lean forward and engage in conversation with your partner and kids. Lean forward and live in their world. Lean forward and listen. Lean forward and put your own problems to the back of your mind. That’s what makes a successful relationship. Scott’s a happily married man with three lovely kids. So maybe he knows a thing or two about building relationships.
The connection to the world of customer centricity is clear. It’s not always easy to listen to customers when you’ve got lots on. But we all know how painful it is when we lose customers. So we need to do something about it.
Fortunately, it’s becoming easier and easier to “listen”. Customer Insight Communities are already making it easier to listen of course. But things are about to go ballistic. Developments in software technology will enable more convenient integration of behavioural data, customer experience data and customer dialogue. This means we can “listen” across channels in a way we haven’t been able to in the past. Of course, big data has been big news for some time. But the convergence of big and “little” data is set to become the driving force of customer intelligence in the future. Little data is the dialogue, the conversations, the reasons why customers do what they do.
The organizational structure of many businesses may also change. At the moment it’s common to have an analytics team and an insights team in customer driven companies. These two functions are currently doing the same thing, but by different approaches. Greater data integration will enable these teams to come together more effectively in the future.
If I project back to the Scott Miller’s family story, the advancements in data integration will be like giving Scott more ears and more tongues. He’ll be able to listen and talk simultaneously with the wife and kids. He’ll be able to do this from the comfort of his bed because the technology makes it automatic. Leaning forward whilst laying back; it’s all good.