The analysis of the information will not give you more clients. Segmentation will not guarantee that they are true to your brand. Data mining is not going to solve all your doubts. What is missing from your business to be a data-driven company?
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Being data-driven is a starting point, which guarantees that decisions are made based on objective data, that only risks justified by the innovation are taken and that actions are taken in line with the business strategy. But having that base is not enough even to obtain the latest technological tools that are launched on the market.. Your organization must be able:
- Guarantee the Quality of the information especially.
- Know what data you need to research to extract actionable insights.
- Be clear about how to apply this knowledge that has been extracted from the analysis of information.
- Have a team of professionals who, don't just feel comfortable handling the technological solutions available, but also know what questions to ask at any given time.
From information analysis to improving the customer experience
In the end, it is a simple question: improve customer experience, make it unique and unforgettable. It is clear that data is needed to achieve this, but, Having them is not what establishes a data-driven company, nor what differentiates it from others that are not driven by data.. This is only achieved when:
- People have guaranteed access to the data they need for their work in an easy and fast way: This implies that the integration of information from various sources is ensured., so that consumption can occur in conditions of maximum update.
- Information analysis can be done in self-service mode: Why wait for a result if you have tools that allow you to launch your own queries? You no longer have to wait for IT to submit the requested metrics since, with the right tools and staff training, all business users can enter the analysis directly.
- Before self-service information becomes reality, the change has been properly managed. Because, in several cases, tools are not the problem, but the main drawback in transitioning to a data-driven management approach is the culture within the institutions.
There are many reasons why business users may refuse to accept new analytics tools:
- The fact that people do not like the change in the way of doing things.
- The difficulty of asking users to adopt new approaches if they do not see a reason to do so.
- Insecurity in contact with technology.
You don't have to stop at getting the most advanced answer to information analysis because if no effort is made to explain how it can be used to help clients more effectively or increase effectiveness in daily tasks, adoption will be minimal. It is a fact, Data-based companies must have the support of their users.
