Big Data without human insight is just data

At the end of last year, my daughter’s main birthday present was late. I had tried to buy her a camera from a leading retailer using loyalty points, a seemingly simple task, but their systems failed in ways that should have been entirely avoidable. To cut a long and painful story short…
Different teams and channels seemed isolated from each other and offered inconsistent levels of service
Nobody seemed empowered to take personal responsibility (until it was too late). They relied on the systems to work, but when processes failed, there seemed to be no human override or common sense employed to resolve the problems.
So, out of my very unsatisfactory experience, I’d like to offer three reminders to anyone responsible for improving customer–brand relationships…

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