Yes, we can use customer (big) data!

digital_customerOne of the main challenge of a successful digital transformation is customer centricity: understanding what the customer wants at every second and be ready to deliver him the best service accordingly. To achieve this, companies need to know better their customer, implying for them to gather more information about him, or at least in a more effective way.

That is where the famous “Big Data” idiom pops up immediately, bringing with it at the same time the challenges of volume handling and data quality on one hand, and the privacy aspect on the other hand. Recent news about China hackers having stolen indentifying information of 4 million US federal workers makes the topic very actual by the way. As a consequence, a company using obviously customers data could be very quickly seen as “big brother” and would suffer of a negative image.

On the other hand, we see the value of Big data while improving daily life of smartcities inhabitants like in Songdo or savings lives by using social media info to react more accurately during natural catastrophies. So, why not profiting from them as individual in our daily consumer life as well?

We then reach a dilemma: should we use customer data to offer him better service, or shouldn’t we? Is it by the way profitable? Continue reading