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The big potential of big data

Last week I had the pleasure of reading a blog post by Bill Schmarzo of EMC, in which he talks about how BIG DATA can help answer the question Who are my Most Important Customers?  And if you can get past all the nerdish associations that come along with the term "big data," I’ll tell you why I was so excited to read the post…

Big data has the potential to open the minds of companies to a methodical way of identifying strategic accounts based on more than just pure revenue.

As more information becomes more readily available, companies will become able to allocate resources to a new set of "key accounts" – this time based on a combination of financial value, potential, and even anticipated partnership measures.  This means that companies who may be small in value, but high in collaborative potential or who are considered early adopters or high influencers will be in the running to receive resources and treatment that aligns with their total value.

At Walker we’ve been advocating this kind of value mapping strategy for years (including here and here), but we do run in to implementation challenges as companies try to systematically determine measures beyond just sales or profitability… challenges that big data analytics will help overcome.

So here’s to big data, and to the big growth that companies will have access to as a result of it!

About the Author

Jennifer Batley

Jennifer Batley

Jennifer provides executive-level leadership to key Walker clients, advising on CX transformation strategies and guiding initiatives aimed at creating advantage based on differentiated customer experience. By understanding needs and opportunities, she ensures her clients are optimizing customer insights to drive bottom-line results and value in alignment with their core strategies, business objectives and brand promises. She collaborates with clients’ senior management to establish goals and success metrics that ensure mutually valuable relationships, and she leads internal Walker teams to deliver compelling outcomes and long-term partnerships. Jennifer also provides deployment consulting and facilitates presentations and workshops focused on communicating recommendations and supporting clients through development and execution of action plans. In addition to client responsibilities, Jennifer is engaged in thought leadership and solution development based on trends impacting CX practices and is currently focused on the intersection of brand promises with CX design and delivery.

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