However, what if you are listening, but don’t understand what they mean?

Customer Gardening is about communication. Hundreds, thousands of customer sensors out there, on different platforms, sending out signals under different conditions, and they all speak their own language. A new kind of cacophony is flying around.

Sure, it is a technical language, and you can transfer it as you wish. Nevertheless it contains a piece of content, and this is what we are after. Without a standardized language format (aka grammar), we run the risk of getting lost in translation – or develop our own isolated corner.

The need for a grammar, a standardized way of customer sensor communication, goes beyond the interest of only one supplier, it shapes an ecosystem. A successful ecosystem is an elastic fabric of companies that interact with a common purpose. Therefore before we set up a grammar in a technical way, we should consider this purpose.

The purpose is where we want to go, and we want to find drivers that take us there. In other words, after ‘purpose’, ‘drivers’ would be the second element. Look at our grammar; only two elements with a relation to each other, that help us to sharpen our view. If a driver drives us to a purpose, then we can distinguish between the data sources that drive and those that do not drive us there. The second kind of data sources has shown to be rubbish. Let’s just disregard it. Wow! That takes away 95% of noise in data.

Suddenly we receive a clear signal. We still may not fully understand the content, but we know what to focus on. We are closer. A nice tool, such a grammar. What would be step 3?