How to use data storytelling to build business use cases and convince your audience

Persuasion, enterprise acumen and pain-point storytelling are the drivers of profitable enterprise use circumstances.

Pitching a use case to stake holders

Picture: antoniodiaz/Shutterstock

An amazing enterprise use case delivers tangible worth to the enterprise, and it ought to by no means be began until the stakeholders concerned can visualize upfront what the advantages are going to be. Visualization is rarely a given. As an alternative, it have to be established by a persuasive argument for an IT funding into the proposed use case, and this persuasion usually entails knowledge storytelling.

SEE: Digital Information Disposal Coverage (TechRepublic Premium)

The purpose of storytelling is to current the use case and to convincingly exhibit the advantages that it’s going to produce. The folks presenting the use case have to be educated concerning the enterprise and about programs, and the stakeholders should belief the presenters’ data and suggestions.

In IT, it’s usually the enterprise analyst who’s tasked to current the use case. The analyst groups with an knowledgeable from the enterprise aspect. The problem for many enterprise analysts when they’re positioned on this position is that there is no such thing as a formal coaching for creating a enterprise use case and presentation, nor for utilizing storytelling. Universities do not educate it, and IT does not prepare it.

Luckily there are a number of pointers for getting ready a persuasive and compelling use case that may be shared. 

  1. Be succinct and persuasive.
  2. Give attention to the enterprise drawback to be solved and what fixing it might imply for the corporate.
  3. Current a compelling use case that stakeholders can visualize as fixing the issue.

Here is an instance of a profitable use case

The next is an instance of how an efficient enterprise use case might be constructed with the assistance of a storytelling enterprise narrative:

A financial institution on a semi-annual foundation initiates a advertising marketing campaign to acquire extra buyer bank card accounts. The purpose is to construct revenue within the financial institution’s mortgage portfolio from the curiosity prospects pay on bank cards.

SEE: Snowflake knowledge warehouse platform: A cheat sheet (free PDF) (TechRepublic)

The financial institution promotes this system by means of promoting and mail. Tellers within the branches are educated to cross-sell the bank cards to prospects and are rewarded with bonuses based mostly upon the variety of bank card accounts they open.

The marketing campaign meets its objectives, and administration is pleased, however somebody within the lending again workplace notices that months after the promotion ends, about one-third of the accounts that had been opened are dormant as a result of they present no exercise.

Dormant accounts had been off administration’s and advertising’s radar as a result of everybody was centered on opening new accounts, however there’s a compelling enterprise use case in dormant accounts that the again workplace and the IT enterprise analyst assigned to finance: What if these one-third of open bank card accounts which might be inactive begin getting used and start contributing to financial institution revenue? 

This then turns into the enterprise storytelling narrative that the analyst and the back-office knowledgeable develop a enterprise use case for. The message is that the corporate is leaving cash on the desk by not going after these inactive accounts. Why aren’t the accounts getting used? For the reason that common bank card holder carries multiple bank card, are different bank cards providing extra?

Primarily based on historic data that the financial institution has, the enterprise use case group calculates the potential month-to-month revenue that the financial institution might achieve if this one-third of inactive bank card accounts grew to become lively. The group explains that to encourage use, advertising will first have to make use of analytics to find out why prospects are utilizing different bank cards and what it is going to take to persuade these prospects to make use of the financial institution’s playing cards. Tellers and others in customer-facing positions may also should be cross-trained to current affords to holders of bank cards that are not getting used. For this to occur, the system have to be modified so it delivers a pop-up message on a display to immediate the teller at any time when a buyer account is accessed that has an inactive card.

SEE: Why knowledge storytelling in enterprise issues greater than ever (TechRepublic)

All of this can require modifications to programs and enterprise processes—and the event of recent analytics purposes that may assess the native bank card market and decide which incentives and options are wanted to make the financial institution’s playing cards extra enticing. 

Administration likes the concept and offers the go-ahead to develop the wanted programs and enterprise processes.

Why it labored

What was essential in his instance was that each the enterprise analyst and the knowledgeable person centered on a enterprise ache level that administration might visualize, and that was costing the corporate an revenue alternative.  To get rid of the ache level, programs and enterprise processes wanted to be developed, and administration agreed.

None of this might have occurred with out figuring out the ache level first after which constructing a enterprise story-narrative about how system and enterprise course of modifications might remedy it.

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