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Op/Ed

Compete by using data ruthlessly, but note this often forgotten ingredient

(EDITORIAL) The use of analytic data is already well-documented in identifying likely customer behaviors and responses. But there’s something at the core we aren’t always talking about here.

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Risk and predictive analytics

Through the power of predictive analytics, I can tell you when your employees are looking for new jobs, based on such factors as the timing of their sick leave requests, their word choice in company memos, and the number of emails that they send and to whom in your organization.

If I want to outsource that responsibility, I can tell you through the efforts of any one of a number of third-party vendors what the likelihood of your employees leaving you is, simply by examining the employees’ behaviors on social media sites, such as Facebook and LinkedIn and aggregating that into a risk factor.

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The power of prediction in business

The use of such analytic examinations in human resource functions isn’t a widely established practice yet, but it’s already well-documented in identifying likely customer behaviors and responses. For example, in perhaps an unlikely place, consider amusement parks.

In research conducted by Pikkemaat and Schuckert, they identified key factors that determined customer behavior, including warning signs of customer behaviors that would lead to the failure of parks altogether.

Having the ability to know what your customers think and believe and how those factors will predictably translate into action is an amazing tool, one which allows you to harness hundreds and thousands of data points and utilize them in preparing your business for success.

Predictive analytics are being used to seemingly trivial things, such as determining which items Amazon recommends for you to the challenge of predicting civil unrest in Latin America, which Virginia Tech’s EMBERS project has been doing since November 2012.

Consider: We are human

I’m not denying either the importance or the power of using predictive analytics to help you better understand your employees or your customers. Having data and utilizing it in a timely fashion to drive planning is the hallmark of a good business plan. You should be appropriately investing in these segments, but at the same time you’re doing so, you shouldn’t forget that behind each of these data points is a real human being.

We’re drowning in information, while dying for wisdom; we have so much data at our fingertips about the actions of people that we often fail to consider the person individually.

Some of this is the ease which data can be amassed and quantified; quantitative research is fairly simple to conduct, assuming that your data points are clear from the beginning, and that you have enough of them, appropriately sampled, to make a generalizable conclusion about the population.

Some of it is science; Dunbar’s number, a theory proposed by anthropologist Robin Dunbar, proposes that humans can hold space for approximately 150 close stable social relationships, although we can obviously tangentially know many more than that. With the human limitations on getting to know one another in a meaningful way, and the speed at which we can now analyze the actions of the group at large beyond our immediacy level, it’s often easier just to let that amalgamation of information serve as an entrée to understanding who your customers and employees actually are as people, rather than just relying on reports on them.

Your impact, your challenge

But those reports don’t tell you the whole story. The human touch is what provides the value to your data, and helps you understand how the practices that you take as a leader and those that you implement in your company actually impact people.

So here’s a challenge for you. Gather the data, but leave your office more.

Take the time to call or talk to your team face-to-face rather than just relying on emails or texts to communicate. Write a hand-written note of appreciation when things are going well, or more importantly, a word of encouragement when things aren’t. Ask your customers and staff for input, but only when their input actually matters, and ask them for their support when you need it, with logical reasons why they should care.

A small lesson

Former Speaker of the House Tip O’Neill was in public office for nearly five decades, partially because of a lesson that he learned in his first campaign in 1937. Walking outside of his house on election eve, O’Neill was stopped by a Mrs. Elizabeth O’Brien. Mrs. O’Brien was O’Neill’s high school elocution and drama teacher, and a neighbor who lived across the street from him, and had for years.

“Tom, I’m going to vote for you tomorrow even though you didn’t ask me,” Mrs. O’Brien said, looking up at the politician. Her statement shook him; he’d had a neighborly relationship with the woman for years, and had helped her around the house with small chores from time to time

“I didn’t think I had to ask for your vote,” he said.

She replied, “Tom, let me tell you something: People like to be asked.”

Data doesn’t equal heart

People like to be asked, included, and made to feel welcome, customers and employees alike. We all want to feel as if we have value to our workplace, and to the places we brand ourselves with by being a customer of.

Relying only on an impersonal touch doesn’t give you that same level of intimacy, nor does it make anyone feel as if they actually matter. The data collected isn’t as important as the soul welcomed, nor is the ability of your company to make a predictive guess as what’s going to come next as vital as making people feel integrated to your company

Make a customer experience so strong at both the interaction and the heart level, and people will flock to work or buy from you. Ignore that in implementation, and all the data in the world won’t be able to rectify what you’ve broken.

#BuildRelationships

Roger is a Staff Writer at The Real Daily and holds two Master's degrees, one in Education Leadership and another in Leadership Studies. In his spare time away from researching leadership retention and communication styles, he loves to watch baseball, especially the Red Sox!

Op/Ed

Make better decisions in 2018 by quitting (wait, hear me out)

(EDITORIAL) 2018 doesn’t have to be the year that you start something. Embody the phrase “less is more” by quitting and letting go.

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personal belief quitting

Around this time every year, people everywhere gear up to attack New Year’s resolutions with short-lived vigor, while people like me get ready to ridicule some of the more over-the-top examples of the “New year, new me!” crowd. This year, perhaps we should consider the adage “less is more” by cutting old habits rather than implementing new ones.

Put simply, it isn’t feasible to jump into 20 different hobbies/routines/lifestyles every time a new year rolls around, yet we seem to convince ourselves otherwise every January 1st; if your heart isn’t in what you’re trying to do, you won’t stick with it, no matter how much you “want” to do it.

Take the gym crowd, for example: you may have an objective understanding that working out is good for you while actively hating the gym, making it difficult for you to stick to what ends up being a shaky resolution.

What IS feasible is taking stock of everything that you do that doesn’t fit into your paradigm of operation. Do you spend an unwanted extra hour or two on the computer each day? If so, perhaps it’s time to start drawing the line at 5:00 sharp rather than letting clients hold you over.

The same goes for personal preferences as well: you may feel as though you need to devote countless hours of your time to weeding or cleaning, but it may be better for you to focus on the things that actually matter to you.

Obviously, we all have responsibilities that demand our attention (we’re not suggesting that you start ditching your kids’ soccer practice in favor of Tequila Tuesdays) but it is possible to exaggerate those responsibilities’ importance.

What you do with the spare time from your lifestyle pruning is completely up to you; however, by focusing on your actual hobbies, interests, and passions, you’ll most likely find that your quality of life improves while your day-to-day stress level decreases exponentially.

2018 doesn’t have to be the year that you start something; instead, consider making it the year that you close some overdue chapters in your personal book to make a little more space for the things that you love.

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Op/Ed

Technologists still think they can supplant Realtors #eyeroll

(EDITORIAL) It’s an age-old tale, but a new Alexa app implies they’re going to put Realtors out of work. Sure thing, buddies.

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realtors

Gertrude Stein once wrote that, “everybody gets so much information all day long that they lose their common sense.”

No doubt about it – the more information one can get, especially in a critical business negotiation – the better. But, as with many things, the volume of information becomes so overwhelming that we lose focus of what bits of information are truly important, how to deploy what we’ve learned from them, and how to use them to our advantage.

In a bygone era, Realtors used to serve as the founts of knowledge about a home – its features, its relative worth in the market, and what the neighborhood, schools, and modes of living around the house were like. With the rise of the Internet era, as well as multiple companies that aggregate this information from other places, consumers now need no longer rely on their Realtors for all of that information, being able to find it, along with interior and exterior pictures of the home, online.

So, some reason, with the continued expansion and refinement of the capabilities of online shopping, there won’t be a raison d’etre for Realtors any longer, with the home buying experience being able to be distilled and handled virtually, perhaps as easily as ordering a new house through Alexa.

After all, car buying was a very different experience just a few years ago, and now, through the efforts of Carvana, among others, one can now research, buy, and have delivered a car without ever leaving one’s house.

We get pitches every day from companies that seek to disrupt real estate, the most recent an Alexa app that claims to sell you a home (subtly indicating it doesn’t take a Realtor). Eyeroll.

Technologists continue to fail to take into account the added value that Realtors bring to each transaction and interaction with both home buyer and home seller. While providing information on a home and neighborhood no longer may be at their core mission for every interaction (although they must be prepared to do so), the ability for the Realtor to navigate the process of sale and purchase, intercede in negotiations when necessary, and frankly, to keep everyone’s emotions, which are often frayed, in check to keep the sale moving forward is vital.

For most of us, purchasing a home is the largest and most significant financial investment that we will make. While the internet, and technology-based disruptors in the space are amazing at providing us with information to narrow our choices when selecting a potential property (or, in the author’s case, providing too many choices), it doesn’t give us access to an expert on the process, a coach in negotiating the finer points of the sale, nor a counselor when things get hectic or the process hits a snag.

Using the services of both allows the customer to get the best of both worlds—data and information combined with someone who knows how to distill it into action, and that’s what a Realtor does – gets consumers into the action, in the right place, at the right time, and fights for the best outcome possible.

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Op/Ed

How to get a meaningful head start on your resolutions without magic

(EDITORIAL) Most editorials about resolutions offer apps or tricks, but let’s take a more meaningful look at how to make this your year.

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resolutions

If you’re like most people, you abandoned your 2017 New Year’s resolutions in February or March. With 2018 just around the corner, you may be wondering if it’s really worth setting goals for the new year. After all, you didn’t do too well this year. What’s the point?

I believe that we need goals, personally and professionally. We fail, not because we aren’t committed, but because we set lofty goals that aren’t measurable and realistic.

Get a head start on your New Year’s resolutions by doing things differently this year.

1. What is it that you really want to change?
Instead of thinking about what you should do differently, what would make you happy? Resolutions that matter to you personally are more likely to be seen through.

2. Focus on three things:

  • What is one thing you want to start doing?
  • What one thing would you want to stop doing?
  • What is it that you’re doing that you want to continue doing?

3. Set goals that are SMART, specific, measurable, achievable, realistic, and timely.

Instead of saying that you want to eat healthier, tell yourself that you are going to incorporate more color into your menu.

How? By choosing one unfamiliar piece of produce each week and learning to cook with it. Or by selecting a salad when you go out for fast food.

Think about small changes that you can make, instead of making broad, sweeping changes.

You don’t need to download productivity apps or buy a whole bunch of equipment to make lasting changes to your routine. But you do need to really think about your resolutions to have a good handle on what you really want to change. Go into 2018 with determination to be a better you.

Carefully consider your goals to really identify what you want and how you can make lasting changes.

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