A recent IBM blog post presents the results of an online chat session about “leveraging data in customer experience journey mapping”. Maybe it's just me, but this way of presenting opinions seems untidy and confusing. It's like eavesdropping on a bunch of people who don't really have the time to explain themselves.
This is because the post is a raw report of a Q&A session held over Twitter. So it's actually a questionnaire, with a little by-play among the people filling it in. The irony is, here are people talking about understanding the data involved in a customer journey. But the data of their journey is obscure.
Twitter encourages brevity, which is good – but it can also make people sound arrogant and/or trivial, even when they don't mean to be. Also, a list of tweets is quite hard to digest. With this kind of material, I want to see some analysis, or a summary at least.
I asked if this matters? The feedback I recveived is the concern if it's an indication of where business analysis is headed. It makes it look like it's okay to solicit some opinions and then replay them verbatim. They think it's a step backward. I doubt it, but would we apply the same procedure to an actual customer experience analysis project? I doubt it. The Big Data Hub