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编者按为顾客提供个性化服务几乎是每个企业的心愿,但现实中却很少有消费者享受过精准、贴心的个性化服务。原因是,现阶段多数企业的个性化服务还是依靠单一订单数据的分析和经验,而这可能会导致个性推荐和服务无法让用户满意或是用户不接受推荐服务。据有关机构预测,2015年,90%以上的企业主管都会把信息视为一种战略资产,但只有不到10%的企业主管能充分实现这些信息的经济价值。正因为如此,消费者心中出现了共同的“痛”——“我”已实名,商家却还不认识“我”。身处大数据时代,企业有更多的机会去了解消费者,不过遗憾的是,目前国内多数企业还不具备运用大数据提高个性化服务的能力。有了庞大数据的支撑,千人千面的个性化服务将被赋予怎样的新价值?又如何在更接地气的同时,降低企业的服务成本和管理的复杂程度?在这里,我们分享了塔吉特百货、耐克、中粮我买网等个性化服务先行者的精彩做法,也有家有购物、三只松鼠和世界邦的独特观点。
Editor's personal service for customers is almost every business's wish, but in reality few consumers have enjoyed accurate and caring personalized service. The reason is that at this stage most companies personalized service relies on the analysis and experience of a single order data, and this may lead to personalized recommendations and services can not make users satisfied or users do not accept recommended services. According to the forecast of relevant agencies, over 90% of business executives in 2015 will regard the information as a strategic asset, but less than 10% of the business executives can fully realize the economic value of the information. Because of this, there is a common consumer “heartache” - “I” has a real name, but businesses still do not know “I ”. In the era of big data, businesses have more opportunities to understand the consumer, but unfortunately, most domestic enterprises do not yet have the ability to use big data to improve personalized service. With the support of a large amount of data, what kind of new value will be given to thousands of people's personalized service? How to reduce the cost of service and the complexity of management? Gite Department Store, Nike, COFCO I bought a network of personalized service pioneer of the wonderful practices, but also home shopping, three squirrels and the unique view of the world.