Next, the collected data should be analyzed and insights distilled that are relevant to a much larger group than just the researchers. Then, potential strategic actions should be designed. Finally, empathy should be evoked among all stakeholders using strategic storytelling, based on the authentic customer experiences that emerged in the first phase of the process.
listen to customers and then serve and influence these customers more effectively. In her experience, marketing organizations and companies do not automatically sense the customer, because they start from their own perspectives. By seriously experiencing the perspectives of customers, marketers and suppliers are enabled to imagine how the customer thinks and feels. The result is that customers feel understood and remain loyal, because the senders and receivers of the message feel the same at the same time.
Two currents
The power of both movements is clear. Cambridge hosptial ceos mailing list Analytica bombards people with personalized messages that play on their character traits and continues to search for a form until they arrive. Brooks tries to take the way in which groups of people give meaning to their lives and the context in which they move as a starting point for her messages. And also for the interpretation of big data that still takes place within this movement. Both movements are successful: Analytica is likely to become the court supplier of President Trump, while Brooks' company ModelPeople serves managers of organizations from the Fortune 500.
It is difficult to answer the question which of the two trends is more effective in directing our behavior. The results of the very small AI experiment on myself are not particularly convincing. On the other hand, I wonder to what extent corporate marketers are able to truly empathize with their customers. Even Brooks indicates in passing that there is a gap between the two groups. The tools to generate empathy with the customer are described by Brooks too briefly to be convincing, just as much of the science in the book is only touched upon. On the other hand, I applaud any initiative that tries to make big data more human and empathetic. For marketers without a very extensive theoretical background, Brooks' book offers a systematic introduction to the most relevant parts of the profession. Including the question of how not to lose sight of the customer as a person.