To track the customer journey, the customers’ contact cycle must be extend regularly over several stations. First there is contact with the provider, then the website, then social media, mobile platforms, price comparison, then at some point, a visit to the shop. All of this before a purchase is made. The customer journey is miles long.  Are customers becoming more complicated?

The amount of data is increasing, along with the potency and intelligence of analysis tools. Sometimes, you could get the impression that there is a level of delusion behind this development. You try to plunge deep into the customers’ brain. Neurological analysis methods can follow a customer’s experience right up to the stimulus of nerve cells. Here people have the perception of finding a pattern behind the customer’s behavior which the provider can use for themselves.

Are we authorized to do this? No, it is a contradiction to article 1 of our basic law. The law was established in order to defend against ideologies that attempt to make people into machines. You don’t have to go so far. It is an especially professional question, whether a shotgun is the best tool to take out a fly.

The availability of data may be difficult but the customer is simple. There may be a myriad of methods, but the goal is always the same. One option comes from IBM’s Watson, but he only makes sense as an extension of our own power of thought. The computer won’t find out the truth because truth exists only in our imagination. Thus, the only efficient way to analyze customers is to understand the logic in simple steps from the assumption to the goal back to the starting point. Deep insights can be analyzed in this way. Whoever thinks that more information about the customer leads to more knowledge about the customer, has forgotten that the customer is still a human being.