The information waste of organizations [2024]

 

Too often, administrative or commercial structures deploy contact or networking interfaces whose effectiveness is rarely evaluated, often serving merely as a superficial showcase. While this approach may create an illusion of engagement, it is far from advisable and sharply underscores a strategic shortfall in leveraging data through these channels.

Non-Communication Interfaces

Some time ago, I published an analysis in an online media outlet titled “The 2.0 Syndrome of Non-Contact,” where I highlighted the surprising inertia of commercial websites (both B2B and B2C) that provide contact or exchange interfaces without deriving any meaningful value from them. I noted, in particular: “Unlike Web 1.0, where a simple storefront—ranging from basic simplicity to refined sophistication—was sufficient, Web 2.0 demands interaction. The community aspect is paramount, and this has significant implications for companies or organizations that merely 'follow the trend' without fully understanding it. Limiting efforts to deploying an inert technical interface or unilaterally distributing press releases is a mistake that Web 2.0 rarely forgives. There is nothing more frustrating, and less justifiable in an era of instant exchanges enabled by 21st-century technologies, than maintaining a static posture or failing to respond to candidates, contacts, clients, or potential partners seeking feedback.”.

Unfortunately, this trend persists with the rise of new social networks, messaging services, and increasingly sophisticated, interactive, and user-friendly websites. Feedback from numerous individuals visiting these platforms, combined with my own experiences both externally and internally, confirms a phenomenon that is detrimental to an organization’s image and management: the underutilization of incoming data. In reality, it is as if these digital funnels are dumping all collected information into a data void—an input with no output. Beyond the cost of maintaining servers that merely store personal and professional data, the real damage lies in the failure to process this data. Many organizations are content with simply deploying an interface, believing that maintaining appearances is enough.

AI: The Pillar of a Valorization Strategy

 Yet, the new generation of artificial intelligence could address this issue by compelling management to tackle the challenge of data valorization (i.e., transforming data into actionable information). Tools such as Neobrain for designing, calibrating, and managing positions, ActiveCampaign for cross-channel marketing campaigns, Factorial AI for processing received resumes, or RingOver for phone interactions are already available and gaining traction. These tools relieve employees interacting with the outside world from repetitive, low-value tasks. To clarify, this is not about deploying conversational agents (chatbots) as mere switchboards but rather leveraging intelligent applications supervised by human operators. When AI serves strategy—rather than the other way around—it can streamline processes, bringing consumers, prospects, candidates, and administrators closer to the organization’s needs more quickly and efficiently.

There is no wishful thinking here: when AI is used as the tool it is designed to be, it delivers its expected potential as the first step. However, there is an essential second step: training personnel to extract and utilize the information effectively. It’s not enough to have the tool; you also need the right people. Feedback consistently shows that contacts captured via websites, messaging platforms, or applications often go unanswered due to a lack of qualified, motivated staff—or, in some cases, any staff at all. This leads to an inevitable waste of information due to nonexistent or flawed processing.

Exploiting “Garbage” Servers

Every organization should investigate the fate of the data flowing through its communication channels, yet too many fail to do so. To use a striking metaphor: by focusing solely on storage, neglecting AI, and failing to train employees, organizations are essentially leaving full garbage bags in front of their doors, piling up and awaiting a rare visit from cleaning services. These non-communication interfaces harm the organization’s image and hinder productivity. Management must urgently address this issue and develop a strategy for data valorization, including a recycling phase through updating existing data rather than constantly capturing new data. A strategy (data governance) + a tool (powered by AI) + staff (qualified and motivated) = improved image + enhanced performance + increased productivity.

At our fingertips, we have veritable “information mines.”

The effort to tap into them, however, remains essential.