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Customer Intelligence Lies Buried in the Code Halo

If you’ve ever been on a diet that involved calorie-counting, maybe you can relate to looking at a piece of food and automatically estimating its caloric content, as if a little number were suspended in the air right above the plate.

sun haloImagine that kind of information-enhanced meta-vision projected onto consumers, and you have the visualization of Big Data. Every interaction we have with businesses across every channel produces a parcel of data, and together those parcels orbit around each person in a cloud – or, you might say, a halo.

Published in April 2014, the book Code Halos: How the Digital Lives of People, Things, and Organizations are Changing the Rules of Business has gotten attention and positive reviews for the authors’ examination of the complexity of data in the modern marketplace and what that means for businesses.

The idea is that these code halos are transforming interactions between individuals, and between customers and brands. Businesses are awash in readily-available information about customers, and it’s more common these days to hear someone describe their enterprise as “data-driven.”

Gone are the days of typifying customers into pre-determined demographics and limited personality profiles. Instead, the buzzwords of the day are customization, personalization, and seamlessness.

It’s the Age of the Customer, alright.

Still, you have to admit … things were a little simpler back in before the data revolution. Customer profiling didn’t arise out of nowhere; it was a useful tool in its day, as secret shoppers, customer surveys, and other tried-and-true methods have been.

Big Data has exploded faster than many enterprises have been able to wrap their heads around it. An entire new spectrum of possibilities and variables has been opened to us, and it’s difficult to determine where to start, what’s valuable, what’s actionable, and what merits attention.

Code Halo points to successful businesses like Amazon, Apple, Google, and Netflix as pioneers who owe their success to masterful management of customer information that propelled them above and beyond traditional competitors like Borders, Kodak, Yahoo! and Blockbuster.

It takes a sharp eye to look at a halo of ever-changing data parcels and find a coherent string of insight, and many customer experience managers are finding that they need to adjust their vision for this new paradigm.

The good news is: you don’t have to go it alone. Helping you make sense of customer intelligence is what experts like CSP are here for. So if Big Data is giving you a Big Headache, we likely have a solution for that.

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