The difference between Big Data and small data

The term big data basically refers to customer insights collected via transactions, web clicks, radio frequency identification readers or financial statements. Whereas, small data refers to data collected via primary sources. Which includes both qualitative and quantitative sources. Such as focus groups, online communities and groups, observations and publications. 

Characteristics of Big Data

Big data is usually defined using 3 V’s. Which are volume, velocity and variety. The volume basically represents the amount of data received in quantities. Often represented in the form of terabytes and perabytes. Usually collected by banking and insurance companies. Velocity refers to the speed in which data appears or is received. This could be interpreted in terms of hours, minutes, or seconds. Variety ensues data format. Which could be structured (GPS location) or unstructured (images or SMS). However, the three V’s are now four as per another model (Gartner). The fourth V is veracity which represents or reflects data accuracy and value in terms of data usage.

Characteristics of small data

The term small data basically refers to connecting people or consumers with meaningful insights. Or as told by Martin Lindstrom, small data ensues tiny but important clues that can actually turn into a trend. But this is most commonly uncovered by observing people and consumer behavior. This data may be small but in reality, is very impactful. 

The customer insight equation

Both big and small data ensues a powerful equation and that is:

big data +small data = real human/consumer insights

The equation resonates to a critical analysis of customer insights. Collecting data isn’t the only difficult part. Its interpreting and analyzing those results. Marketers and leaders alike need to understand how a customer feels and thinks about the brand. Feelings could be interpreted as the emotional bond with a brand. An emotional bond is a critical factor for a successful business. It helps companies and businesses understand what and how customers feel, act or respond towards their brand. However, the challenge still remains, that is, how to understand consumers via big or small data. As per the Harvard business review, Big data provides a better yet detailed account of customer response. Whereas, small data basically answers the question of ‘why’ a customer is taking a certain action. 

However, things aren’t that simple. Harvard Business Review quotes that companies need to ensue empathy. That is to put themselves in the customer’s shoes and understand how they feel and react. This experience will provide useful insights.  Both small and big data can provide a wholesome or holistic understanding of a customer. Only if you know how to disseminate information collected. 

Lastly, make sure to use an effective management system to collect data. An effective system will also help provide statistics, reporting, and analysis. But then again this is hugely dependent on how you enter data, what your metrics are, and important processes to ensue. Inconsistent data collection will result into impediments and lack of insights.

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“Quality in a service or product is not what you put into it. Its what the customer gets out of it.” (Peter Drucker).

What is Customer Service?

Customer service is the bloodline of business after marketing. A company attracts new customers through promotions and advertising, but to retain them is of paramount importance. Bringing back the customers who have already bought your products is the key function of customer service. And it doesn’t end here, as making sure every customer stays happy and satisfied is another challenge the customer service department faces.

Nonetheless, it is not as simple as it sounds. The organization’s approach to customer service plays a major role in determining whether it will be able to retain the customers or not. And the approach is basically the way of maintaining a relationship with them. Customer relationship, hereby, is highly critical since a little less or a little too much can change the quintessence of it.

What are the reforms PTCL has made?

Following the same strategy, PTCL, being the largest ICT company of Pakistan till date, which has a lion’s share in the market, has been able to provide impressive customer service it provides to its respective users. To enhance customer experience, the company has been collaborating and forming strategic partnerships with various organizations i.e. Careem, Netflix, Daraz, etc. so the consumers can avail of the best services in the country.  Discount for students in the form of ‘promo codes’ on Careem and Daraz has increased its popularity in the market. Netflix subscriptions are now easier than ever before. Now the payments can be made without hassle, again increasing convenience for users.

Alliance with these companies has allowed PTCL to target youth and young adults who otherwise used different networks for their telecommunication needs. Catching up with the youth has changed the company’s ‘old school’ perspective to a rather better version. This way, the company has been able to reach out to a diverse target audience giving it yet another opportunity to enhance its customer satisfaction.

The UAN Service:

Pakistan’s largest ICT company PTCL providing convenience and faster service to its users. PTCL has another agenda, especially in the past few years. They have designed a special UAN (Universal Access Number) to cater to all the customer needs. Be it B2B or B2C, this uniquely designed UAN can be of use to all the customers. Irrespective of customer locations or services they’re using it’s convenient for them.

Listed are the benefits of this service:

• It is a simple combination of digits, easy to dial, and easy to remember.
• It provides quick and easy access to make complaints or queries ultimately increasing customer satisfaction.
• Customers now prefer services that save their time and costs. Hence, it is a successful addition to the customer service which PTCL provides.

All of these value-added services have resulted in a major increase in the response rate of customers and a number of new subscriptions. The results give us an idea of how organizations in Pakistan have been prospering and growing exponentially. It also explains how much customer service is important and the role it can play in the success of an organization.

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