A Short Cautionary Tale About the Misuse of Customer Data, By Adrian Swinscoe (@adrianswinscoe). Adrian’s article on customer data deals with potential problems that arise when a company analyzes minimal data to extrapolate a larger trend. In the example Adrian uses, a Gartner analyst had a single particularly good call with his bank, and rated them highly for their customer service on that transaction even though he didn’t enjoy the customer experience overall. In response, “the bank started sending messages to Mike believing that he (was) now a ‘9 out of 10’ customer, happy with his bank and primed to recommend the bank to his friends, family and all people in between.” Because the analyst did not in fact love his bank, these messages hurt more than helped their cause. Customer data is crucial for successful customer relations programs, and this situation highlights the importance of relying on comprehensive data rather than a single point. Ultimately, such data requires a system like CRM to act as the hub of customer information, informing customized marketing and sales initiatives like that which the bank attempted with the analyst. Read the full article at Forbes.com!
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