• Yasmin Hurst

AI - The Transformation of the Value of Data


Over the last few years I have worked on a number of projects aimed at improving the customer experience, both internally for our employees and future employees, and externally for our customers and suppliers. My briefs have been summed up in the following points:


  • The customer should not have to work hard to interact with us

  • Access to information and help should be available when required

  • We would like to know our customer better, be more personal in our contact and service offering


To achieve my brief, I would need to both digitalise and automate a number of business processes. My early research highlighted a limiting factor in our ability to achieve our most valued objective ‘PERSONALISATION’.


To digitalise and create algorithms that have the capacity to generate ‘DATA OF VALUE’ on a more personal level with our customer, we must first start with a great set of ‘BASE DATA’. This may sound simple, ‘AI’ is not new to us as a generation, we are all used to being tracked online and having numerous adverts and emails pop up based on the things we have watched on TV, ordered or searched for. But the advancement in ‘AI’ technology is relatively new to many businesses. It is not that businesses have not collected and collated data over the years, it is more that it is now not in the best format to be used by technology effectively, and in some cases we have not collected enough data of value to enable a new way of working.


The Right Data, and Access to that Data, is a Powerful Enabler


It is ‘DATA’ that drives our interactions, thought processes, decisions and actions. It provides us with the power to innovate and change.

It is the advancement in technology that has opened our eyes to the potential of ‘GOOD DATA’ and the value that it can bring, not only in the transformation of the customer experience but also in the transformation of the workplace, and the potential to create a more sustainable future.


Personalisation Creates Opportunity & Reduces Waste


The opportunity can come in many forms but some examples of this would be:


  • The ability to effectively monitor and track trends on a larger scale

  • The ability to share data throughout industries, countries, or even globally

  • Tailored and more accessible interaction with the customer

  • The ability to automate, changing both our methods of communication with each other, but also the landscape of our workplaces and skill-sets of our employees

  • The ability to collaborate, to enable innovation and to enable change


We can’t even begin to sum up the possibilities today because technology is advancing at such a pace. It will be our will, skill, and effective collaboration that will dictate its effectiveness over time. What is clear is that we all have a part to play in embracing a digitalised future, whether that be as a customer, employer, business, healthcare provider, energy supplier or a governing body.


Digitalisation is not about removing the human touch or creating robot spies to watch over us. It’s a two-way communication, and its empowering us all to know more, to have more choices, and ultimately to make better choices.

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