Though CIOs may be expected to support internal Business Intelligence initiatives, the idea that we must also treat our customers with respect by supplying them with key data points is overlooked. There is a certain BI paternalism that says, “we know what is best for you,’ that leaves customers in the dark.
It is nearing that time of year when I am required to re-enroll in my current health care plan, or select another. For those of you living in countries differently enlightened about health care, here in the United States the citizens of the country do not support universal health care. (As a sidebar, the notion goes something like this: it would be too expensive for the Federal government and would be a drain on the population. Yet per capita spending on health care in the US is about 75% higher than almost all other Western countries, and the US dedicates a higher percentage of GDP to healthcare than anyone. And for all that life expectancy in the US does not even make the Top 25 in the world.)
What would a customer investing a not-insignificant amount of money in a health care plan want to know in order to make an informed decision about next year? What did I get from my health plan last year and over the past several years? What is the benefit for dollar spent? How did the version of the plan that I chose for 2013 compare to the three other versions of the plan that I might have chosen? How often were my claims accepted? What percentage of each claim was covered, and which were not? What were the reasons? How has my consumption of benefits changed year over year? How do I compare to my cohort group? How do I compare to other demographic segments? Do I have more claims, or more types of claims, or higher bills, or higher deductibles than I require? Which physicians in my location are ‘in-network’ who also have the highest Patient-Rating?
Basically, whether we are talking about health insurance or taxes, or power consumption or rental cars or hotel stays or bank fees, consumers receive extremely limited data about the performance of their products and services and how they might better invest, purchase, or consume. What is fairly standard for wealth management sites is almost completely missing in other industries: a true statement that honestly reflects the benefits of a relationship with the company/enterprise/government that you are trusting to provide you goods and services.
The result of BI living in an internal bubble, primarily accessible to business managers and C-Suite, is that customers rarely feel confident that the products and services that they consume served them well. Instead they rely on memory, and memory is skewed to recall the negative.
Let’s do ourselves all a favor: push the boundaries of business intelligence tools beyond the enterprise and into the hands of the customer. They just might trust us more.
What do you think? Too much risk for too little reward?
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