One of the biggest challenges the companies face these days is how there is an enormous amount of quantitative and qualitative data getting generated at each touchpoint with the consumers. It requires constant mining in order to drive meaningful insights, and recommend in real-time the next best offer (NBO) or next best action (NBA) for the customers.
Sushant Ajmani, Vice President of Digital Solutions and Consulting at Blueocean Market Intelligence spoke on these lines at Cypher 2017, India’s most exciting Analytics summit.
People-based marketing is a hyped term, made popular a few years ago by Facebook. It basically means how to identify the unique identity of each and every user who interacts with your brand, whether it’s online or offline.
Using their 360-degree approach, Ajmani and his team ensures that all available structured and unstructured data sources is used comprehensively, thus bringing out the best to bear against each engagement.
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Current Context And Sentiments Of Users Play A Huge Part:
Citing a specific example from the telecom sector, Ajmani said explained that how each and every part of the user experience with a particular company generates a lot of data.
For example, if a user goes to a website of a telecom company, it may be for one of the two reasons — to seek support or to change, browse through plans. The entire website, the usability, the flow, the content as well as the existence (or non-existence) of broken links plays a huge role in the user experience.
“One of the interesting things we have noticed in the last few years is that the current context and the current sentiment of the user plays a pivotal role in the whenever we talk about understanding the consumer,” said Ajmani.
Ajmani said that they had done a study with a one of the largest telecom operators in the U.S., and found out that the Procurement Manager of the company, who had been using the same telecom services at home, was frustrated with them as he had experienced bad service. So now, his professional opinion about the said company was also affected by his recent or current experiences, explained Ajmani.
What’s The Problem, Then?
Ajmani said that according to their studies, almost all of the Fortune 500 companies had invested heavily in technology designed for good consumer use. “They already have the last mile piece sorted out,” he said.
All these companies are collecting feedback from their consumers and their experiences across all fields — online as well as offline — but missing the ‘consumer engine’ which would churn out intelligent insight from the data.
What Does Analysis Of Consumer Experience Mean?
Ajmani jotted down the following pointers for the delegates’ understanding. He explained that consumer experience can be achieved with the help of:
- Outside-to-inwards thinking
- Technology infrastructure
- Digitisation of the processes
- Enabling employees and vendors
- Cohesiveness of the solution
- Shared goals
- Data-driven culture
He also added that a strong decision support is implemented by a harmonious amalgamation of analytics, domain expertise, engineering and visualisation skills.