Reflecting on many of the conversations I had today at the Retail Technology Show, and my own experience of the myths, surrounding customer facing tech particularly.
I once worked in a brand, who on investing many hundreds of thousands of pounds on a best in class CRM, told me on my first day as Marketing Director, that it “wasn’t making any money”. Like all they’d expected to do was plug it in and off it would pop, printing out humans clutching £50 notes like the 3D printer of our dreams.
IT’S A PROBLEM
And this remains a massive problem. Because just like you would not buy a MacBook and expect it to start doing your job for you, tech in most cases, is not a magic bean, which when planted, shoots up into a mighty beanstalk, and all before tea time.
Your tech needs a strategy, objectives, planning, activation, optimisation and measurement of its output – and a vision of how to get the best from every one of it’s components, from the data it captures to the intelligence it generates.
WHAT TO DO
So if you’re buying customer facing tech such as CRM, data insights platforms, wifi, bookings platforms or order & pay this financial year, (or are not seeing a significant return from the tech you already own), make sure you talk to one of our DataHawks.
Because if your customer facing tech isn’t driving significant incremental revenue for your business, you’re doing it wrong.
Drop me a line to arrange a chat.
