Most businesses have a goal to be a data-driven organization. It’s an admirable goal, one that can bring a notable amount of benefits and advantages for any company. In many cases, this emphasis on big data is all part of turning many business processes into automated processes. Automation, after all, appears to be the wave of the future, where everything from manufacturing to customer service is handled with big data algorithms and platforms. While wanting to become a data-driven business is reasonable, all too often companies overlook the human element, which could be to their detriment. If you find yourself emphasizing the data aspect of your processes over the human aspect, it might be time to take a step back and re-evaluate, because human minds are crucial to uncovering new big data insights.
Take the example of improving the customer experience. At the moment, many organizations collect data on customer interactions, whether through video analytics, social listening tools, or other methods. From these interactions, an automated platform is set up to respond to customers with concerns, questions, or complaints. It’s a fast responding technique meant to instantly tackle customer issues and resolve problems. While the method may be effective in certain circumstances, as a whole you’ll find more success if actual humans are involved. Automation too often acts as a shortcut or money saving strategy rather than something organizations use because it’s actually better. Big data can inform in process such as these, but humans need to have a say.
Think about the last time you dealt with customer service. If you talked with an actual flesh and blood representative, what was it like? Now compare that with the last time you talked to an automated message. Sure, the automated message may respond to your complains based on its algorithm, but even if it solves your concern, there’s something about the interaction that just feels off. Customers want to talk to an actual person, not some machine.