Big data and digital transformation are very closely related. You have to do something with all the data that is available on the net. They leave clues about the things that affect the customer relationship. The digital customer journey is complex and some organizations differentiate between thousands of touchpoints. Any button on a website could be one of them. A matter for big data? Well, it certainly helps, but unfortunately big data does not really help much further. We analyze and find nothing; we push some buttons, putting it down to a lack of data, try a few thousand more times and fail.

It is the old misunderstanding. We will find tons of points of contact with the customer, but overlook the fact that the vast majority of them do not leave a lasting impression. We are all potentially more binding as customers than we can imagine as suppliers. The point is not to find thousands of touchpoints, but to identify among them, the five or six that really leave an impression. Unfortunately the trend with big data is going in the opposite direction. Is big data therefore going the wrong way? This question is not being asked. It is only a question of how to deal with complex processes. Without any order, you fall into the trap. The pure mass of information only generates noise. If I want to draw a tree is it better to start with the trunk or with an individual leaf? Big data can’t get lost in the details.