Big data is no longer a novelty for corporate organisations, nor is it the territory of those companies that are particularly pioneering. It frequently makes its way into board meetings and the C-Suite see the value of their organisation using the vast data points that technology now makes available to them. Then why is it only customers, and not employees, feeling the benefit of these advances?
Let’s take a look at how much big data has revolutionised the way that companies market their products and tailor experiences to the individual customer. Amazon has even introduced anticipatory shipping in order to ensure that one of the key differentiators of their service, speed of delivery, remains ahead of their competitors. The company collects a huge volume of data on buyers’ previous purchases, where they hover their mouse and their demography. Complex algorithms allow Amazon to predict what the customer will buy next and they then ship this product to a warehouse or transit van near the customer, ready for their click and buy. The item is subsequently delivered in a matter of minutes or hours rather than the conventional days or weeks, and Amazon maintains its competitive edge.
If organisations have this level of big data on their customers to ensure the company can consistently deliver on their USP, why are they not doing the same for their people? We know that employees are increasingly mobile and retention of the best talent is a huge focus for many organisations. By using big data about their people, organisations can contribute to the employee experience that people want.
At the Hot Spots Movement we have been struck by the benefits of using big data within organisations. When our clients look to bring about a major organisational change, they come to us to run a Jam – a global conversation lasting up to 72-hours. The Jam enables our clients to get the input they need drawing on expertise, experience and creativity from different functions and geographies from across their company. Analysing this thoughtful, extended conversation in the platform allows our clients to have access to the kind of qualitative big data they require. Challenges that have been tackled through this qualitative big data have included work/life balance, brand values and unleashing talent potential.
Our plea to the C-Suite of big corporate organisations? Use the data they have available to them within their companies to help tailor the employee experience and provide an environment they want to stay in.