By: Carlos Fernandez

Do companies really know who we are and what we need? We frequently hear or read the corporate message linked to the concept of “being close and available to the customer.” However, companies mostly bombard us with data that rarely applies to what is expected of them. And paradoxically, when we do need something, we feel like we are unknown to companies.

Occasionally, some companies manage to be more precise in their messages. This is generally product a deep search work to achieve a real understanding of customers.

In this context, the concrete thing is that the objective of any company is:

• being able to offer the customer what they are looking for
• the way you need it
• on the channel that requires it
• and at the expected price.

To achieve this, we must travel a long path of understanding consumers, in which the “right moment” must be considered. That's why, The trend today for companies is to manage the search, analysis and offer processes for their clients online.

Currently, companies seek to work conscientiously and continuously to understand their customers. For this, they need Dive into your transactional information, your information channels and networks, as well as any other type of structured information. Something that seems to be common is not always achieved in a simple way: even today there are companies that still fail to track a batch of product from end to end of the chain.

Big Data, Data Lakes, Intelligent Models, Artificial Intelligence, among others: How to make these tools really improve interaction with customers?

In general, a lot of effort is made to organize structured data, but then great difficulty arises in managing to capitalize on it in an organized manner in a timely manner; with a clear purpose aligned to the business. Added to this is the information that arises from corporate social networks, which makes this picture more complex.

Occasionally, some companies manage to be more precise in their messages. This is generally product a deep search work to achieve a real understanding of customers.

Yes. The information seems to be at hand. However, the different sources, systems, regulations, habeas data issues, not finding a way to associate it - among others - means that in many cases the decision to advance these initiatives is postponed, even though they are vital.

Reviewing the different companies, their industries and their business models, it is true that in some segments there is greater proximity to their consumers, so the “need for precision” would be achieved more easily. Even so, it is also requires a transformation to be able to manage data volumes.

In general, companies that use social networks as a channel manage to advance more steps than traditional ones, although there is a long way to go.

From Together Business Consulting, we are convinced that in order to manage these challenges, a transformation of the perspective towards the client is required. And planning the “path to follow” to achieve it, along with continuous work to be increasingly precise.

We have a multidisciplinary team with extensive experience in different companies, from different industries, which includes business and technical vision to accompany them in this challenge of understanding the consumer.