Briefly returning to the same hot dog stand from last week, after the Buddhist monk places his order he pays with a $20 bill. The vendor hands him his hot dog then turns away to help the next customer. The monk says, “Wait, where’s my change?”
The vendor smiles and replies, “Change must come from within.”
This sage advice also applies to customer success. As noted in the previous “Power of One” post, focusing on each individual customer’s unique journey is the key to a deeper understanding of their experience over time, and the foundation for sustaining a mutually beneficial and valuable relationship in the future.
For a major enterprise with millions of customers, the first step to changing your customer success strategy must also come from within, because the multitude of data points that comprise each individual customer journey — including sales, marketing and service — have in all likelihood been captured and recorded somewhere. And once it’s cleaned up and sorted into comprehensive individual customer journeys at scale, your existing data becomes a powerful source of competitive advantage. That’s the good news.
Now for the not-so-good news: in most XL-size enterprises, this data doesn’t talk to each other and instead sits disconnected in various corporate silos, like the fabled Ark of the Covenant in the final scene of the classic Steven Spielberg film Raiders of the Lost Ark, boxed up and forgotten.
At Cerebri AI, like Indiana Jones, we specialize in tracking down hidden treasure troves of customer data. This change comes from within, and it fuels the engine powering Cerebri Values™, our newly launched SaaS product that uses machine learning to lift customer success. Now normally we don’t encounter deadly booby traps or get dropped into pits full of snakes as part of the data discovery process, but this brave new world of artificial intelligence is always an adventure!