You don’t know me

If customers are going to invest in a relationship with your organisation they want you to invest in it too. So if you engage with customers via multiple channels then you need to be sure that they are suitably integrated so that you have a single view of each customer. Loyal customers do not like to be treated like inconsequential strangers. 

When there are service issues, the manner in which you triage their issue will not just be problem-driven. Gen Y and baby boomers generally have different expectations in respect of problem resolution.

Sometimes the customer is keen to learn about themselves in respect of their interactions with your organisation. So big data needs to not only cover what you can infer about your market, but what your market can infer about itself.