Customer Experience Manual, The

Chapter 9

How small data can make the difference

In the era of big data the experience world actually revolves around small data – we will see that single pieces of data can be critical to creating memorable experiences and challenge the theory that ‘more is more’ in terms of data in customer experiences. Does your data pass the ‘so what?’ test. Let’s consider these questions:

• How do you find the important data?
• How can you use data to enhance experiences?
• How will legislation change the way we can use data?

For this chapter I decided to collaborate with an expert in the field of data but someone who also can act as the bridge between the twilight world of deep data and the real world of customer experience. When working with experts in data ...