Don't pull the big numbers! Please face the user first

Wen/Huang Fu

Big data is hot, says Ted's founder Dan Ariely: Big data is like teenagers talking about sex, everyone is saying, don't know who did it, everyone thinks someone else is doing it, so everyone claims they're doing it ... This is a joke, but said the truth, is doing big data enterprises are not many. To be sure, everyone is itching for it.

Large data is not only the concept of speculation, there are many http://www.aliyun.com/zixun/aggregation/8213.html "> Big Data Applications successful cases, such as Baidu's tourist attractions and comfort forecast; personalized shopping recommendation Taobao And the 100,000-person Internet development team of Millet mobile phones, and so on.

Large data is beautiful, but also the way forward. "The essence of large data is to restore the real needs of users," Alibaba Group Data committee chairman Cheping bare secret. Those who are eager to do business, first ask themselves such a question: do I really care about the real needs of users? Don't rush to answer with the slogan on the wall, first look at your business whether there are the following four kinds of situations:

First, face the KPI, management view KPI as life-saving straw, decomposition, assessment has become their main work. Regardless of the KPI decomposition is reasonable, do not go with subordinates to find the way to complete the KPI, not to track implementation, and even acquiesce in the KPI of moisture. Staff depending on the KPI for the baton, related to KPI work, serious dry, others can be perfunctory. To deceive users for KPIs.

Second, facing the leadership, the staff will listen to the leadership of the best implementation, while the leadership also understand the implementation. The work assigned by the leader must be the most important, urgent and priority position. The only reason for not doing something is whether the leader arranges.

Third, facing their own, all in advance to put aside their own departments and their own responsibilities, in front of users and colleagues, their mantra is "this matter does not belong to me," "I do not know this thing."

Four, facing the system, users to consult, complaints, the answer is always "Company's system." No communication, no realistic, the company's provisions, the system imposed on the user. The company's system is intended to prevent users, employees loopholes, employees believe that, in any case, should not allow themselves and users to violate the company system.

Facing the KPI, face toward the leadership, face to oneself, face toward the system, all turn back to the user, can pay attention to the user needs? Do not pull big data, first face to the user bar. Large data is not omnipotent, do not pay attention to the needs of users of enterprises, large data applications do a good job is no help-of course, it is impossible to do well.

Face to the user, even if there is no large data, you can understand the user needs. There are many ways to collect users ' needs. Questionnaires and focus groups are the traditional and effective ways to understand the needs of users. The questionnaire is standardized, structured and widely covered, which can be used to quantify the results. The focus group is open, free, in-depth communication, the need for professional observation and record, to draw a perceptual rather than quantitative conclusions. Whether the questionnaire, or focus groups, are taking the mass line, to the user to listen to the views of users, suggestions, to ensure that products, programs from the user. Can not be ignored, the user hotline is also a good way to listen to users, whether it is a complaint, or consultation, are the user's true opinion of the expression.

Face to the user, even if there is no large data, you can make good products and services. A good example is the undersea fishing pot. Seabed fishing in the quality of service generally not high catering to the good "abnormal" service to win. It through the good treats the staff, authorizes to the staff, lets the staff satisfy, liberates the staff's brain, lets the staff burst out the innovation vitality, lets the staff from the innermost feelings provide the good service for the user. Of course, large data can also be used for decision making reference or marketing activities evaluation of seabed fishing, which is not contradictory.

Large data should be asked to come out in a situation where we don't have the traditional means to gain insight into user needs and not improve the user experience. On the one hand, if the market research, user experience has not done, that is not focused on the user needs of the consciousness, no such awareness of large data is wasted. On the other hand, whether modeling or final results are applied, large data needs to be combined with field research and contact experience with the user.

Large data is beautiful, for the company concerned about the needs of users, large data can make them more powerful, better grasp the needs of users, improve the user experience. For those who do not pay attention to the needs of users, and those who have the desire to pay attention to the needs of the user is due to the face of the KPI, face to the leadership, face to their own, face to the system and did not really pay attention to the needs of users, or turn first, face the user Face to the user, from the user to obtain the most real demand information, from the user to obtain recognition and strength. Face to the user, even if there is no large data, can also insight into user needs, make good products and services. When enterprises, employees face the user, set a focus on user needs, improve user experience awareness, and then large data, it is not too late.