Analytics Obstacle to Avoid: Forgetting to Be Relevant

Every day, analysts find a myriad of insights that could provide significant value for their organizations. Unfortunately, many (very possibly most) of them are ignored. What’s getting in the way?

In a recent webinar for Clarabridge, I discussed five customer analytics mistakes to avoid. One of the mistakes is “Forgetting to be relevant.” Rather than trying to replicate my entertaining banter, I put together this figure showing an example of the obstacle… and the opportunity to overcome it.

1604_AnalyticsObstacleRelevancyThe key lesson is described in the graphic:

Analytical findings must be translated into meaningful terms for the people who need to take action on the insights.

And remember…

  • Analytics are meaningless unless they lead to action.
  • You need to translate insights into a language that stakeholders understand.
  • People want to know what’s in it for them.

The bottom line: You may need to focus less on the analytics, and more on the business.

About Bruce Temkin, CCXP
I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: