I was engaged in a recent conversation about the true value of real-time data in enabling business decision making and enhancing the customer experience. To understand this, you must first look at yourself in your day to day to life.
One of the best examples I can see for myself is the use of maps and GPS. When my dad first got a Sat Nav for the car, it was amazing that you could type in the postcode of somewhere you’ve not been before, and barring any diversions down waterlogged roads or any new road layouts that have yet to be updated, you would make it to your destination. However, fast forward to today and the way I use this technology, and it has fundamentally changed. The internet connection alongside the GPS has enabled the experience to become a lot more intelligent, by providing real-time traffic data. I will now use maps software on the majority of journeys I do, including routes I know very well like my commute to the office. This is because the service will allow me to make better decisions and take diversions along the route to avoid unnecessary traffic.
This data-driven experience and instant real-time decision making will resonate with you in some way I’m sure, and so now we expect at least parity in our interactions with businesses. For me, the only way you can stay ahead, or even keep up with these customers is to play at their speed. Is it still ok for your Facebook site to state ‘Typically replies within a day’ when your competitors have helpful chatbots enabling their page to state ‘Typically replies instantly’?