The customers got a deal, the location got rid of the ribs and everybody ended up happy. They describe responding to real-time data showing both lower-than-anticipated sales at a location and, at the same time, a surfeit of ribs at that very location by texting offers for a ribs special to customers in and around that location. One of my favorite examples of this comes from the Dickeys Barbecue Pit chain. It’s not just real-time data about the customer that creates context for business decisions it’s also real-time data about other aspects of company operations. To simplify collecting and assessing real-time and other data from multiple sources, the big-data experts at Blue Yonder recommend using a customer data platform that provides a unified view of all the information and interaction data you collect. For example, a customer service agent’s response to a customer who is contacting the company to complain at this very moment about a product failure will be - or should be - different if she also knows that the customer has called about the very same issue five times in the last month. This is why it’s so important to collect data from a variety of sources that tell you different things about customers. When you know not only what a customer is doing right now, but also the historical context for what they’re doing - i.e., what they did yesterday, or the day before - you have a lot more data with which to make informed decisions about your next step with them. Real time is the important thing, but it’s not the only thing. Collect and consider real-time customer data in context.
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