Size Matters

Written by Luis Hergueta for Buljan & Partners Consulting

This is quite obvious in many areas in life but it is not always considered in terms of companies. I was once asked: how long does it take to do this?”, and I answered: “well, it depends on your processes” (CRM mentality, of course).

And for sure processes involve people, time, resources, choices…. All of this we deal every day with. So the more parties you have in a decision, the longer it takes to decide.  Many parties might enrich the final decision / project, but maybe not.

How many emails do you receive a day so that you are informed about all actions being taken in your company? So either you are in a communication overload regardless of the company size or the company is just too big not allowing you to see more than you can read.

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The new rules of the game for Customer Intelligence

Written by Silvana Buljan for Buljan & Partners Consulting

When it comes to Customer-Centric Leadership supported by sophisticated technology I have learned something new about the current standard of customer analytics. All of us agree that we need to analyze all the data we have available for our customers to give them a better service: transactional data, profiling, behavioral data, etc. And most of us agree about the enormous efforts made in customer analytics: after a complex process of parameterization and qualification of data it sometimes takes weeks for marketing professionals to receive target group segments in order to conduct personalized campaigns. It seems that this will be redundant in the near future with recent developments at big database technology vendors, who are all going for the same concept: in-memory storage. My reduced knowledge of database technology did not keep me from understanding the new functionality of the new SAP 360 customer application based on HANA at the annual SAP Sapphire event in Madrid. If what I have seen is really how it works, it is an amazing step towards “democratization” of the availability and analysis of customer data across the organization. Even marketing and service professionals will be able to segment unstructured customer data – in real-time – without having to make internal requests for data queries to their IT departments.

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The Customer Centric Organization: The Big Data Organization

Written by Björn Neumann for Buljan & Partners Consulting

We definitely have reached a turning point. In the past we needed Customer Relationship Management to focus on, to analyze and to improve customer relations. Then we needed Business Intelligence (or better Customer Intelligence) to implement it (it should have been vice versa, but where people are involved, things not always run in a logical way). Then we noticed: it does not really work as expected! (At least from the customer point of view).

Now the customer outwits us with unorganized, unstructured, misspelled, divers interpretable and out of context information (therefore, instead of Big Data, I rather like to call it Bug Data). It is left in the World Wide Web e.g. on Facebook, Youtube, Linkedin, Twitter, Wikis, Blogs, … or somewhere else. And currently every second terabytes of data are created. Customer Intelligence farewell! Additionally this data is much more up-to-date than the information we have in our databases.

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