One of the trends for 2016 that is certain to only increase in importance is the use of data analysis across many different types of organisation. Big Data and the real-time analysis of data in general is reshaping many industries, redefining how companies build a relationship with their customers.
The fact that this change is applicable across all industries is the most important aspect of this trend. Almost every company in every industry is exploring how a better use of data can give them the edge in 2016. Three specific areas I see as being really important for the year ahead are:
1. The Internet of Things (IoT); tech commentators like talking about the smart fridge that knows you need more eggs, but this is going to be a much more serious trend. If every electric device you own is networked then some incredible new possibilities are created from cars that can self-diagnose and fix problems without you even being aware of it to being able to control anything in your home remotely.
2. Machine Learning; many contact centres have been exploring how robots equipped with product knowledge can handle simple customer service enquiries. As they learn more about what customers want they will get far better and eventually even be able to anticipate what the customer needs. This ability to learn and apply knowledge with physical or virtual robots will be really important. It’s 5 years now since the IBM Watson system beat the TV game show Jeopardy, now doctors are training Watson in how to recognise and diagnose illnesses.
3. Data Security; the weak spot in all systems that need customer data is that the customers become too scared to share their information – scared of data leaks and hacker attacks. The Ashley Madison attack in 2015 was an example of how hackers can even threaten the existence of a company, just by stealing data.
Big Data, and data analysis in general, will certainly be more important in 2016 because it is now affecting so many companies, but this final point is important. As customers share more data there is the danger of more leaks and more attacks. The only thing that will prevent the benefits of enhanced data analysis becoming a reality is if people become wary of sharing information.