#Dependant on #dumb #data and is making #bad #choices? #Douglas #Adams

Data, Big Data, Artificial Intelligence

Clients don’t understand their customers, they just think they do!

It’s not for the lack of trying or spending millions on developing and building huge data systems, the problems are many but can be traced back to one simple thing;

“Data only describes part of the what is happening and almost nothing of the why, let alone what should be done to change the situation”

Clients have been sold that data gives them the answers and that big data will close the loop for them to understand the upstream and downstream thinking of their customers, WRONG.

Douglas Adams noticed the real problem

Douglas Adam’s said  “But even Amazon has only got part of the picture. Like real world shops, they can only record the sales they actually make. What about the sales they don’t make and don’t know that they haven’t made because they haven’t made them?” Douglas Adams “The Salmon of Doubt” by Permission of Pan Macmillan. That pretty much covers the problem if you extrapolate the thinking for Data Analytics, Big Data or even Artificial Intelligence based Data and Decision systems.

“Data is binary a yes or no (even complex views), it does not capture motivation, intention, desire, cognition, distraction or any other human reasoning or pattern”

child pretending to be robot data prentending to be truth
child pretending to be robot data prentending to be truth

A child pretending to be a robot just as data pretends to be the truth, he is a kind of robot and data is a kind of truth

A pure Data approach to understanding customers will provide the wrong data because data is an absolute and people are not. Even with Artificial Intelligence it only works from the starting point you give it, if any of the perimeters are wrong the whole data sample is wrong.

Guide to understanding Customers

  • Data, Big Data, Artificial Intelligence – Tells you what
  • People in target demographic – Tell you why

People in target demographic

User research answers the question Why have we not made the Sale? through the only people equipped to answer the question, consumers. This is not market research, its scientific without a predetermined agenda or outcome. User Research is a problem solving method that offers solutions by finding the right questions, finding the right people and asking the questions in a way that does not lead or direct the answers.

There are right questions and people to ask?

This may sound a little Adamsesque (if you ask the answer to Life, the Universe and Everything you get 42, because it the wrong question). Getting the questions or setup wrong is the real problem with an Analytics approach to a Diagnostic process. While it may be reasonably expected by a seller to directly ask, why didn’t a visitor become a buyer or register. Visitors may be asking themselves where am I? what does this do? this does not make sense, should that be happening? technology, why do I bother? Why has my screen gone pink? None of these “in mind” experiences are expressed in the data or even a consideration for the data schema design.

A visitors experience is not only defined by the online environment but they bring past experiences, desires and doubts about their current experience. Without these insights from research, it is difficult for clients to grasp potential problems, gain a good return upon their investment (ROI), innovate to fit the market and consumer needs or break into a new market sector.

Reasons that Data is Trusted and People are Not

It appears to come down to scale and a short sighted approach to costs. Buying an Analytics Solution appears to tick all the boxes, even if in reality it does not. While using Research Companies or in-house Research Teams seems expensive in comparison.

“The real trick is to understand you need both, you always did”

retro robot toys, not what you expect when you say robot today
retro robot toys, not what you expect when you say robot today

When I first started using Web Position Gold (the analytics tool), bought by Webtrends long before Google Analytics existed or the current proliferation of products promising the impossible, we used it to spot trouble only. We would then do some user testing in the area, working out possible failure scenarios, from there we would suggest two or three solutions and build them for A/B testing to see what worked and what did not. Everything was monitored and all the data from both analytics and user testing was collated into one final solution. Sometimes there was a single resolution, a re-architecting of a section, in one project I kept 16 pathways active because they all delivered transactions for different types of customers.

The thing is just as there is no absolute way to find out the problem, resolution or adaptive innovation except byDiagnostics a digital and human activity.

Diagnostics

[Data+Human+Solution+Testing=Resolution]

+

[Feedback+Data+Human=Adaptive Innovation]

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#Holistic #UX #Customers don’t think or interact along #channels

Business management does not reflect customer (users) activity

The management of a businesses online presence is broken up into various channels in order to simplify the management, responsibility and accountability for overall effectiveness and value. However customers (users) are unaware of these business rules and are only focused on their task or tasks, which will cut across several channels.

Holistic customer (user) experience is cross channel

Given the behaviour of customers (users) it is clear that effectual user experience is cross channel as well. This creates some problems for business, however with the advent of Agile, user stories it may be time for businesses to at last really focus on their customers (users) by changing their online management to reflect key user pathways rather than holding on to legacy notions of management.

Customer experience an example (not everything)

1. Engagement > 2. On boarding > 3. Payments > 4. Servicing > 5. Supporting > 6. Retention > 7. Up/Cross Selling

  1. Engagement – how the customer finds out about the company, where their expectations are set (also includes brand identification) and they self filter based upon personal tasks and objectives
  2. On boarding – agreement that the company provides the service required, through written and visual material, social media, personal recommendations, reviews, sign up routes
  3. Payments – payment or funding pathways related to e-commerce, m-commerce (including micro payments)
  4. Servicing – providing the goods or services, delivery and tracking
  5. Supporting – providing help and support both online and telephony (can complete servicing)
  6. Retention – managing potential loss of customers, analytics, advanced planning
  7. Up/Cross selling – data mining existing customers to up or cross sell other products and services to existing customers

For a customer this process can take hours, days, weeks, months or years and contains three key user experiences;

  1. A transaction (engagement, on boarding, payment, servicing, support)
  2. Customer relationship management (on boarding, payment, servicing, support, retention)
  3. Marketing (engagement, on boarding, retention, up/cross selling)

These experiences cross relate as can be seen by their components.

Managing the web in a holistic manner reduces risk and lowers cost

The problem remains at present that the customers (users) experience is supported by multiple sub-systems with owners and their own agendas.

Digital channel management costs a huge amount of time and money and creates a great deal of risk that valuable customer activity will become secondary to internal politics

There needs to be an importance given to the customers overall experience and the need to join it up in terms of user experience, visual appearance and standard interactions across multiple platforms and systems.

Related

 

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