Data Hairball
Clik here to view.
No one likes data hairballs. Even Grumpy Cat thinks they are terrible.
Definition: the complicated jumble of interactions, applications, data and processes that haphazardly accumulate when companies are unprepared to handle information from a wide range of sources.
The data hairball can show promise since it contains tons of vital information. At the same time, it can be harmful until you learn how to unravel the hairball, thus making steps in improving customer engagement.
You can easily unravel the hairball by taking a few necessary steps:
1. Set clear goals. What customer experience do you want to deliver? Are you providing them with the ideal experience? Start taking steps toward your objective.
2. Come up with questions you need to answer. What questions do you need answered from your data? You have to have a clear view of your outcome to begin this step. If you don’t know where you want to be, a sincere pow wow with key stakeholders should encourage ideas organically.
3. Assign your team to projects that they “get”. It is crucial that you branch out within your team, across multiple departments and geographies. Everyone involved should be knowledgeable in their respective positions and willing to challenge the status quo.
4. Identify data requirements. You must be certain of the types of data you need to drive customer experience. Assess you current data and map out a plan of how to reach that goal from your current abilities. It’s ok if you find gaps in your data at this point.
5. Find out how to seal those gaps! Quite often, gaps in data are merely a consequence of not reaching out to the entire enterprise. Other departments, such as Research and Development, Customer Service, or Inventory Management may have the information you need.
6. Find out your “truth”. Most organizations use a combination of technologies to achieve a single source of verified data. Using analytics to collect the structured and unstructured data, a master data-management solution can build a single source of customer information.
7. Populate your source of “truth”. By bringing your data together to form a solid strategy, you can begin to develop campaigns and other initiatives that will elevate the customer experience. Complete the unraveling process by devising a new, easier data collection process.
8. Measure and assess your progress. Go back and answer your questions that you needed the data to fulfill. You will know if you are now on track with your main goal. Always be sure to address and improve on any landmines or restrictions as you see them. This approach will improve results and build confidence in your data.
Starting small while untangling “knots” (all puns intended) will keep you from feeling overwhelmed while gaining the experience and knowledge to tackle future hairballs.
What will you try today to eliminate a data hairball from forming in your organization?
Image may be NSFW.
Clik here to view.
Image may be NSFW.Clik here to view.
