Coping strategies for using data when developing customer services
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Coping strategies for making use of data when developing customer services Andrew Lewis Data and Insights Architect MMEX INTEPRETATION TECHNOLOGY SEMINAR 2015-2017 TEKNOLOGI I FORMIDLING AARHUS, 22. AUGUST 2016
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Transcript of Coping strategies for using data when developing customer services
Coping strategiesfor making use of datawhen developing customer services
Andrew LewisData and Insights Architect
MMEX INTEPRETATION TECHNOLOGY SEMINAR 2015-2017TEKNOLOGI I FORMIDLING AARHUS, 22. AUGUST 2016
Let’s think about…
• What we mean when we say “data”• What our digital assets are (or could be)• Integration and complexity• Evidence-based decision making• Customers in customer services
Taking risks
• Strategies developed during 15 years of public-facing digital services in leading UK museums and library services
• Honest truths and tips • Theoretical information design• Pragmatic project delivery• The importance of soft people management
Ideas and helpful things to think aboutto take back to your workplace and use
Go away with
Unpredictable
Unpredictable and complex
Predictable and simple
Predictable but complex
Unpredictable and simple
Predictable
Simple Complex
We work herefor the rest of our careers!
Digital assets
Objects SecurityKnowledge Digital assets
Tools +standards Storage
Objects Knowledge Tools +standards
Digital assets Storage Connectivity
PhotosPreferences
VideosRecords
What are our digital assets?Data
Object records
Event records
Shop records
Conservation records
HR records
Whatever…
Customer contact records(any records)
(any data)Transaction data
Service data
Collectionobject records
Media assets
Events
Shop products Customer behaviour data
Staff knowledge
Learning resources
Re-use is efficient
Search the Collections (STC)
Mobile STC
Website auto-display module
Furniture gallery digital label
Digital map
One chair. One authoritative digital asset.
Used in five services
V&A Digital Map
Collection data fed via web API
Event data fed via web API
V&A Digital Map
One digital asset updates all information
Digital assetsFrom
Web content system
Digital assetsFrom
Vimeo.com
Digital assetsFrom
Blog database
Digital assetsFrom
Shop database
Digital assetsFrom
Collection records
User’s interests get typed here… User’s interests
User data = digital asset
maiolica
Digital assetsFrom
Web content system
Digital assetsFrom
Shop database
Digital assetsFrom
Collection records
Digital assetsFrom
Event database
Automated interests suggestion based on digital asset classification
Are you making them portable?
Do you know all the assets you have?Do you look after them nicely?
Is strategy informing your data need?
Managing digital assets
Are you prioritising data that supports it?
Build in data-capture to
provide evidence
BrowsingTop 10 object pagesviewed, by country
EngagingTop 10 large images
downloaded, by country
Data that makes sense has
more impact
Create evidence
Find out the data staff need to understand
Then design the data structure to capture it
Event Action 1.1Event Category 1
Event Label 1.1.1
Event Action 1.2
Event Label 1.1.2
Event Label 1.2.1
Event Label 1.2.2Event Category 2Event Action 2.1
Event Label 2.1.1
Event Label 2.1.2
Categories Actions Labels
SearchAudioguides - Europe 1600-1815 galleries
Search term used
Navigation - Clicked next item in a tour
Name of audio
Wi-Fi Web address visitors are trying to reach URL visited
Audio controls - Started playing an audio
Name of Tour
Navigation - Selected room tours option
Name of audioAudio controls - Paused an audio
Name of Room
Categories Actions Labels
Designing data capture by physical drawing
and team discussion
Data this up
11.7%11.1%
10.6%19.4%
0.9%2.0%
3.5%3.4%
Game results affect impact of calls to action
Customer data and insights
Value of insight• Commercial opportunity
• Increased public engagement
• Impact of science and research activity
Risk• Legal
e.g. data protection, security, GDPR compliance
• FinancialInefficiency, loss of income
• ReputationalCreepy use of data is very emotive
Establishing a common language
Event card Membership teaser
Website footer email sign up
Wi-Fi welcome pageemail sign up
Automated captureAligned terms
Manual data entry Ambiguous terms
Click icon to add picture
Something simple• Twitter’s data store is a
single data repository
34 customer touch points (34 NHM Twitter accounts)
Overall customer view
• Location of devices
• Language used on devices
• By time of year?
• Compared to news coverage?
Wi-Fi users
= ?
+
• Most sessions
• Longest session
• Compare with engagement of email responses?
• Compare with income generated?
Individual usage patterns
Not all data has the same value
Establishing a common language
ValueQuality
CoverageRisk
ExtractabilityTerms of use
70+ places we store customer data
Making data visible advances collective
understanding
Establishing a common language
Where do we get new contacts from?
