Consumers are getting wise to brand activities – but it’s not as simple as they may assume. After several unsolicited calls in the course of a couple of days, people start to wonder which of the brands they have dealt with has sold their details on as a list to contact centres; while those databases do exist, it’s more likely that the very activities of those people are what drives the marketing activity that surrounds them.
Calls, online searches, emails, social media activity: all of these may contribute to that vast pool of information termed Big Data. This data is used to generate customer profiles based on their habits. When using technology and supporting systems/processes to correctly apply sophisticated variables to Big Data, this can lead to a seamless, improved customer service. When done poorly, it may alienate existing and potential customers.