Human processing concept.
User Illusion – 11 million bits per second versus 50 bits of consciousness. This is a reality – and current research supports the contention. So how do we sift through the 11 million bits? Impossible but we can approach the problem with tools that enable our capabilities. Business Intelligence in concept is the vehicle to get through the tremendous amount of information. We should be using automation to sift through the wealth of information coming at us constantly. We must create the capability for the human intellect to make intelligent and timely decisions within the 50 it’s of consciousness which means that computers and business intelligence applications need to present the intellect with the optimum decision for each component of the decision criteria. Let’s say we are buying a car. The decisions that need to be made include make, model, color, performance, options, financing, availability of funds today and in the future, allocation and disposition of funds affecting the decision, likelihood of keeping the job to continue to have access to money etc. A simple decision really isn’t. However we can use business intelligence approaches to sit through the information and present the individual with a small number of ‘best’ information packets. If the mind is presented with the make model color and options based in a decisioning engine, at the same time a calculated likelihood of keeping your job, a BI best option of lease vs buy based on current income and expense, then the decider only has 5-7 points of reference and can easily make a decision. That is how BI needs to be applied to sift through the fantastic information coming at each and everyone of us.
Emotional states dictate decisions, points of view. Intuition is the sum of previously stored information. Not necessarily at odds with fact-based decisions. There is s misconception that people and companies react the same in all situations. Nothing could be father from the truth. At the individual level, in a banking example, one approaches an ATM to get funds – a high speed transaction, in a public arena, for an immediate purpose. No one wants to talk to an ATM (except the sight impaired of course). However the person may enter discourse with a teller – same institution, same desire to get funds but different setting. The setting is now more private, more conducive to conversation and interaction. However when the person is with a private banker the situation is again different – private, more open, more confidential information is discussed, deeper conversations can be contemplated – long term investment strategies etc. So people approaching a business have different personalities at each physical touch point. Now let’s look at the Bank in this example. Same personality at each point – no. The ATM is designed to get people in/out quickly. The teller – may be their first day on the job or they may be in a bad mood – personalities change. The private banker – may have wrong information or has delivered incorrect advice and is being defensive vs acting as a consultative figure. Banks themselves especially when marketing is involved; create different personalities – product offerings tailored to who marketing thinks is the best audience, segregation of offering by location or contact point, local vs national or international. So companies, their personnel and customer/prospects all have differing personalities at any given time.
How does BI step into this world – teller first day on the job – BI can provide a functional artificial intelligence world leading the teller through each job function. The more experience d the teller, the less help offered or used. Takes hard work but can be a very effective way to get new employees started. The message (conversation) with the customer using CRM techniques are usually applied to get somebody to do something (more on this later). So messages are ‘pushed’ at customers are often not appropriate for the customer or the company’s personality at that moment. Messaging needs to be more conversational like. CRM techniques need to capture and use interaction information to develop the next step in the conversation. BI applied to the customer attributes, physical contact point and relative capability of the company representative to give the offer allows tailored messages based on the same theme. Consistent analytics and event-based triggers allows the company to seem to be in appropriate conversation with the customer – and adaptive to the customer’s personality at the moment.
© Trevelyan Group LLC 2013