Tag Archives: personalization

For innovation: listen to your customers but don’t believe them

Big data and analytics are going to alter customer experiences through personalization. But, companies should be wise get out of the building and not assume that big data is an innovation silver bullet.

As companies adopt social and big data technologies, automation and anticipation will become hotly adopted strategies to create or enhance existing offerings. For some industries, such as retail, providing the option for customers to order through their mobile phone is the first step towards automation and anticipation, and pretty soon we’ll start seeing people’s orders waiting for them before they even order them.

With all the data about customer habits it has accumulated over the years, Starbucks is a company that is uniquely positioned to do this. I don’t know the exact number of times the average person stops by Starbucks on their way to work, but I’m sure it is in the 3 day average.

That’s an ingrained habit.

But, even with some sense of certainty of what people might do, we still have to ask ourselves some questions: How will customers benefit from us anticipating what they will order today? At what point does novelty wear off? How will it make them feel? What would make them feel less uncomfortable?