Listen to customers not big data

A report from The Register  on 22 August 2012 covers one of the Directors of the dominant telco in Australia stating that “Insights won’t come from data, they’ll come from observation”, in other words which business processes the customers complain about offer more direction than sifting about in the data. Michael Ossipoff, the Director of Capability and Innovation [sic] at Telstra, does however not rule out big data, wanting to have his cake and eat it, but does also report that over 70% of their support calls are the result of customer expectations being incorrectly set.

Having read me quoting the mantra to listen to customers for many years, this approach will come as nothing new to readers of this blog but what it does provide is further evidence that the private sector has been doing it, so government needs to stopping flushing money down the drain on big data projects and instead ensure the mechanisms are in place to capture citizen feedback at the point of service delivery.

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