“The clock starts ticking as the customer starts clicking” (Jody Sarno, Forrester)
Companies that are able to anticipate their customers’ needs have a clear advantage in our world of rapidly changing customer demands. Speed is of the essence. Companies across the world are looking for ways to understand not just what has happened, but what would happen next so that they can meet the customer without having to cross a divide.
The challenge is how to adopt a framework that provides the platform for speed. Everything is becoming more and more connected. Many call this the internet of things, but we could also look at it as simply an opportunity to connect with our customers in a whole new way, an Internet of Customers. In fact, over 75 billion things will become connected by 2020, and this leads to trillions of customer interactions.
Making the data speak
Each interaction represents a data point, a piece of history that can be used to understand what will happen next. Today, retail companies like Rossignol create a social profile of their customers to offer services like modifications to the equipment to help the skier’s performance, or a training regimen based on his actual use. Hospitals want to track patient behavior – from patient activity levels to blood pressure to help provide a better standard of service and care. And energy companies are collecting data from big machine performance, or seismic activity and weather data to try to get more effective at preventative maintenance of their oil rigs. It’s using the data to predict the future which should be the foundation of the Big Data hype.
Companies want to transform how they sell to a customer, deliver better service, create targeted campaigns, build better products, optimize operations. And business people need the right insights to take action, instantly.
Join Salesforce at our Nordic Speed of Change City Tour in April. We are coming to Helsinki, Oslo, Copenhagen and Stockholm. More information and registration for free at www.salesforce.com/eu/speed