Want the benefits of customer analytics? Leave ego, fear and bias at the door.
The truth can be a tricky thing. In social settings there is plenty of truth we don’t get into — we don’t tell people they have parsley in their teeth. Even in cases where you know someone well, you have to be very careful with the truth. As George Bernard Shaw reportedly said, “If you are going to tell people the truth, you’d better make them laugh; otherwise they’ll kill you.”
Yet if you’re running a business or organization, truth is the only thing you should want, right?
A manufacturing company we know seemed to have a successful monthly e-newsletter, with nice numbers in terms of how many people opened the newsletters, clicked through, and then shared them through one or more social networks. Month after month they were pleased as punch by the numbers on the customer analytics charts. They thought, “Wow, these people really love us.”