I have heard from Parag and many other people who work on India related topics about incomplete datasets, data parameters that do not match over the period making it impossible to look at anything over a longer time period. Just yesterday I was reading some of the DataCop blog posts about cleaning data as well as their apps that help collect data where data connectivity is difficult.
Today however I realized that one of the bigger problems of all is sanctity of data collected.
We received furniture delivery today. Overall, buying furniture and then choosing to buy it online has been a trying experience to say the least. With this background this is what transpired:
The delivery guy updated the status on his mobile. Then he asked me to check the messgae I got. So far so good. Then the following conversation ensued:
Me: Ok received the message.
Deliver person: Click on it and click submit.
[Clicked on the link read the question ‘How likely are you to recommend Pepperfy to…’. The value was set to 10]
Me: This is a feedback form. I will complete it later.
DP: Just submit it, it tells them how was our delivery.
[Stands next to me till I click submit]
How is that data point of any value to anybody?
I would have likely given an 8-9 or even 10 to that question and would have liked to give different values for different parameters. For example, 10 for professionalism of these particular delivery people but 3 for the overall process and communication. 8-9 to the studio personnel and the way they helped patiently. 7 for the website etc. However, that crucial data wasn’t captured. This problem is easily fixable by tweaking the feedback form.
The most problematic point however is the person standing there and making me submit the form because he perceives it to be his evaluation and linked to some kind of reward/punishment.
- Is this perception based in truth? I hope not. Pinning the customer’s willingness to be a brand ambassador on one transaction out of many is ridiculous.
- How did the delivery guy come to think of it that way? Was he briefed to nudge the customer to give feedback but something was lost in the communication and thought it was about him?
- If somebody asked him to get it done in that particular way, what was their motivation? Are their incentives pushing them to make sure that they get 10s?
This particular problem is on one level about training everybody involved to follow data collection protocols. Followed by communicating why the data collection is important and what is done with it. Secondly, it is about making sure each person buys into the organizational vision and understands how the data helps fullfill that vision. If everybody is working towards the vision then collecting the data becomes a way to learn how it can be achieved rather than a check mark. Incentive structure (real or perceived) goes hand in hand with this. If the average rating is the basis for salary increases or commissions, there is a huge possibility that your data is useless.
In India I wonder if it is also about the basic attitude. Gaming the system and short termism is built in the DNA. More about that later.
devayani tirthali 