What do you do with data and Information?
“Good morning, Sir. I am calling from ABC Bank. You are our premium customer and we have a special offer for you”.
Sounds familiar? And have you ever wondered why she/he is calling you as a premium customer and addressing you “Sir” without even knowing who is it at the receiving end or have you got used to that standard voice and ready to cut the call? Haven’t we filled form after form stating our gender, submitting identity proof, address proof, KYC forms, etc, etc?
Not only in this particular scenario has this question arises, but
- Every time I log in standard 8 hours in billing hours and x hours in actual hours. I wonder whether this is considered anywhere. If considered, why my x is always x+y instead of x-y.
- Every time I ask my quitting team member whether he has completed exit interview which anyway would never get shared back with me / my mangers /leads by the HR.
- Every time I go for an exchange in a store where I am a member and they insist on bringing the bill without which I won’t be able to exchange. However they have information on every purchase I made and based on which the loyalty points are calculated.
- Every time I receive a call from the service center of any of the home appliances asking for an appointment while the service is already rendered the previous day / week.
- Every time the home delivery takes the order and I ask them to bring the change for Rs xxx, however the delivery end up having no clue about that every time.
- Every time I fill up the customer satisfaction surveys with the same feedback.
Unfortunately, BI is seen as a natural endowment for senior executives while CRM functions as more of a personal counsels to hear and empathize with your problems rather than as a professional councils where one need to understand the issue/need/demand and adhere/direct to certain processes and procedures.
Is BI or CRM just the technology? Should we only train our people only in BI or CRM applications? Or should we focus on training them on applying these applications? Is it only for the senior executives/specific group as an FYI/for reference/for records or should it be for every employee to empower and enable them to do a better job? What is your thoughts?
Nice article!! Nowadays there are lot many tools available which you can use to complete exploratory analysis. But what is required is understanding your data and what you want to find.