In The Context Of Big Data, Personalized Service Is The Key To Success.

　　 Big data The rapid growth and related technology development are bringing new business opportunities. How will big data change people's lives? And how will it change the business of enterprises? Victor Lye Schoenberg pointed out in the big data era: great changes in life, work and thinking, that the biggest change in the era of big data is to abandon the craving for causality instead of focusing on the relationship. That is to say, as long as we know what "what" is, we do not need to know why.

According to the prediction of relevant organizations, in 2015, more than 90% of business executives regarded information as a strategic asset, but less than 10% of executives could fully realize the economic value of these information. Because of this, in reality, many consumers will feel this way: "I" have real names, but businesses do not yet know "me".

along with user demand In the face of customer complaints, enterprises can only swallow up because they do not have the source to understand the needs of customers. However, now in the era of big data, enterprises have more opportunities to understand customers, and may even know their needs better than customers themselves. Therefore, the support of huge data has made the personalized service in the past a better extension and greater value.

　　 Huge data also have gold content.

For ordinary people, big data seem far apart, but its power is omnipresent: * * * companies track customers' information, quickly detect capital changes, and warn the cardholders; telecom companies track customers' journey dynamics, regionalization push travel or business information; air service companies send flight delay information timely. All these are closely related to big data.

Statistics show that over the past two years, the amount of data accumulated by the world has exceeded the sum of all previous histories and is growing at an annual rate of 40%. That is to say, the total amount of data in the world can be doubled every two years. What value is there in the huge data? What is the significance of its existence? It depends on how the enterprise uses it.

There are many kinds of information in the data, and most of them contain information. commercial value It is information related to consumers. If we can collect accurate consumer information, we can customize more personalized services for them, so that they can understand them better than consumers themselves. Of course, not all consumers' data are regarded as treasures. Names, gender, age and even income are outdated information. Outdated information does not mean they have no value, but basic information is easy to get.

Information is mobile and changing, and enterprises only get dynamic information is the most commercial value. Dynamic information can help enterprises understand their customers' consumption habits, such as whether they prefer online shopping or shopping malls, like shopping in the daytime or in the evening. What is the difference between their consumption philosophy and when they will make irrational decisions?

　　 Personalized service, new wine in old bottles

Standardized services have made many well-known enterprises, whether catering, hotels or travel industry, we can list a number of familiar brands. The so-called standardized service refers to the service enjoyed by consumers through standard restrictions and formulation, and there is no difference between different consumers in actual experience. Standardization reduces the management cost of purchasing, manpower and service to a large extent. However, as products and services become more and more abundant, consumers choose more widely. Businesses who follow standardized services will find their customers gradually losing.

　　 Why did the customers leave? Who did they choose?

The biggest drawback of standardized services is that enterprises treat all customers as a customer, and when customers find other services that can meet their needs, it is easy to empathize with others. In contrast, personalized service is higher in management cost, and higher depends on the degree of individuation. Taking sipping and feeding as an example, it has a high standard of service flow, but at the same time, it provides customers with two different experiences according to different consumption needs. One is a small chafing dish with table style, which is suitable for 2~3 people to eat fast food. The other is 4 large chafing dish, which is suitable for many people. This is also the embodiment of personalized service. But the degree of personalization is very narrow. It is still built on the basis of compressing management cost to enrich its service type. If enterprises want to achieve personalized services of thousands of faces, they must rely on huge data support and effective management.