A few years ago, I started thinking about how data informs the customer experience. The catalyst was simple; I was frustrated with my fitness tracker, and felt deluged by a stream of numbers that weren't particularly helpful (the dashboards sure were pretty though).
Part of the issue was that all the design energy had gone into the physical device. For the time, it was cool and sleek. But syncing it was clunky, and it featured a proprietary metric that may have been useful for branding purposes but did nothing for me personally. So if insight was supposed to be core to the product, the product had failed, at least for me. But wearable devices aren't the only products in which data experience is critical. Insight has become an expectation, an essential part of the customer experience overall.
And it's not just the production of data that forms the experience; the way the product consumes data shapes our experience too. We need to trust that our data is being used thoughtfully and ethically, or any insight that it provides is meaningless.
When that relationship is out of balance, people find workarounds. Designers and developers have a love/hate relationship with workarounds. They hate them because they expose flaws, and love them (one hopes) for the same reason.
If you doubt that trust is part of the customer experience of data, consider these fascinating workarounds:
If you dismiss these as edge cases, you're well within your rights. But maybe that's just today.
Isn't it worth considering whether and how customers might be signaling distrust of your brand's data experience? If I were Samsung's Smart TV division, I'd look at how many people are disabling voice commands. If I were Facebook, I might look at photo upload rates over time, tagging behavior and changes to privacy controls.
What would you look at? As always, I appreciate your thoughts and comments.
If customer experience is based upon data, the first step is earning their trust.
The implications of Twitter turning off the tap for one of its biggest data partners.
Why the competition between the big marketing cloud vendors shouldn’t be the focus of their clients.
A look at the digital ethics and privacy conversations from this year’s SXSW conference.
A new law banning the collection of personal information in South Africa could influence legislation in other countries as well.
This year’s results have troubling implications for the technology industry.
A look at what we give up and gain when we allow our lives to be turned into sources for data.
Here are five data questions about the Super Bowl that we’d like the answer to.
Highlights of what the Big Boulder Initiative accomplished in 2014, and its plans for the new year.
This document is just a first step toward setting context for the many disruptions of ubiquitous and complex data, but it includes preliminary frameworks to help us examine these issues in more detail.
In my last post, I discussed some themes for 2015, one of which was an imperative for us as an industry to get serious about digital ethics.
I’m not generally a fan of annual predictions; they always remind me of a carnival in which you’re encouraged to “pay no attention to the man behind the curtain”; you almost never win the giant teddy bear.
During the past several years, the television industry has changed dramatically, spurred by device proliferation, changing distribution methods, and the increasing popularity of social media.
By now, you’ve probably heard that data scientists at Facebook recently published a study in The Proceedings of the National Academy of Science…
Late last year, I started wondering about social media command centers. Salesforce had launched one, as had Brandwatch, but I wondered: were they really still relevant? Were companies investing in command center deployments, or had interest subsided since their heyday in 2010?
In the past year, social data has continued to wend its way into organizations of all types, from large enterprise to small business to media and entertainment and the public sector. We’ve seen use cases far past marketing into product and service quality, entertainment programming, customer service, fraud detection and a host of other examples.
I spend a lot of time reading and thinking about social data: what it is, what it isn’t, how to measure it, where it’s going.
It’s a nightmare scenario. You get a frantic text or call from a co-worker that someone tweeted a tasteless joke or profanity from your corporate Twitter account.
Everyone talks about the challenges of measuring the revenue impact of social media, but how are top brands actually doing it? And are they successfully measuring ROI?
The run-up to Facebook’s IPO reminds me a bit of a wedding: everyone’s attention is on the big day (expected to be Friday May 18), without much regard for the weeks, months and years afterward.
Even though the topic of social media ROI may sometimes seem like an endless game of Whack-a-Mole [see previous post], there’s plenty of evidence to suggest we’re inching ever closer to accountability.
Wherever I go, the question I hear most often is this: “What is the ROI of social media?” Even though most companies we’ve surveyed have a brand monitoring solution in place, few have yet to crack the measurement code. It remains one of the most stubborn challenges for the social business.