Databases are not confined to big business. Big data has its uses in a variety of ways but how organisations choose to use it – for good or for ill, is going to play a huge part in the future of data and analytics.
Remember that rogue traffic warden? The one who gave you a parking ticket thirty seconds before your time was up? Remember that customer service agent, who was rude and unhelpful to you over the phone? Remember that colleague who stole your idea and presented it as their own? Life is unfair. There’s a lot of people who take advantage because they know that they can get away with it.
Big data in the service industry
Well, not for much longer. Their every move, word, and action are being tracked and recorded. This comes in one of the biggest shakeups the “service” industry has ever seen. Big Data is riding to the rescue of beleaguered customers and colleagues the world over.
Every movement of a traffic warden is trackable on GPS. And, every past decision will be immediately accessible. If certain patterns emerge, their predatory instincts are identifiable. It will be possible to drill down by nature of the complaint, and justice served. I’m sure that I have had a few dodgy parking tickets in my time… Imagine if traffic wardens knew that their every move and decision was open to analysis. Parking would be far more pleasurable.
In the customer service sphere, voice recognition technology is already at work. Its uses are to track the quality of calls, but imagine if they collate every word and phrase. Then, set these against the satisfaction metrics of an agent? Good service equates to certain words, bad service equates to other ones. “Computer says no” would no longer be an option, and agents able to help in every way they could. There may even come a time when analysing the tone of their voice could happen. Now, that would cause a revolution.
In the corporate world
If let loose in the world of corporate communications, Big Data could cause mayhem. Analysis of emails and phone messages could identify those who break their promises. Identify those with a passive-aggressive agenda. And even those who exhibit all sorts of unconscious biases. If we process enough communication data, we would see links between cause and effect. It is another discussion entirely whether this sort of information collection is ethical. But, it’s possible that some companies are engaging in “snooping” already.
In the pursuit of justice, the information will prove to be a powerful weapon. However, at what cost? In the search for justice, will we be giving up our freedoms? It is going to be a very interesting next couple of decades. Big Brother is already watching us. It will only be the elites of the world who will have the power to decide how to use it – for good or ill.
Don’t get me wrong; I would love a few more traffic wardens to get their just desserts! But how else could people use this minefield of information to control the general population? It may well shine a light on injustices, but it could equally serve as a repressive stick to keep everyone in line. Actually, I would rather pay the parking fine.
