Introduction to Business Analysis Concepts

The speaker introduces six essential concepts of business analysis and encourages viewers to refer to the "BAB Guide" for more information. They also mention a live show called "Papo de Negócios" that discusses relevant topics related to business analysis.

Six Essential Concepts of Business Analysis

• The speaker mentions the importance of understanding six essential concepts of business analysis.

• Viewers are encouraged to refer to the "BAB Guide" for detailed information on these concepts.

• The guide is available on the IIBA Brasil YouTube channel, where viewers can also find recordings of the live show "Papo de Negócios."

• The live show airs every Wednesday at 8 PM.

Welcome Message and Channel Introduction

The speaker welcomes viewers to another episode of "Papo de Negócios" on the IIBA Brasil YouTube channel. They encourage viewers to subscribe and activate notifications for new videos.

Changes in Format and Schedule

• The format of the show has been slightly changed, with more time given to guests and discussion topics.

• Instead of presenting a meme or theme of the day, more time will be dedicated to the guest and topic.

• Viewers are invited to provide feedback if they miss the previous format.

New Year Greetings and Plans

The speaker wishes everyone a Happy New Year and mentions that although it officially starts after Carnival, they have already started with new episodes. They discuss plans for implementing changes based on audience feedback.

New Year Plans

• The official start of the year is after Carnival, but they have started earlier with new episodes.

• Audience feedback will be considered for implementing changes in future episodes.

• The goal is to bring topics that encourage interaction and provide relevant insights for practical application in the workplace.

Introduction to Volitive Data

The speaker introduces the topic of volitive data, expressing curiosity as they have never heard of this term before. They mention that Sergio Raz will join them to discuss this topic from a business analysis perspective.

Curiosity about Volitive Data

• The speaker admits to being curious about the concept of volitive data.

• Sergio Raz will be joining the discussion as an expert on the topic.

• They are interested in exploring how volitive data is analyzed in a corporate environment and its relevance to business analysis.

Guest Introduction and Format Change

The speaker introduces Sergio Raz as their guest for the episode. They mention a format change where guests introduce themselves instead of being introduced by the host.

Format Change - Self Introduction by Guests

• Instead of the host introducing guests, guests will now introduce themselves.

• This allows more time for guests to share their background and expertise.

Changes in Show Format

The speaker mentions further changes in the show's format, including removing segments like "Meme of the Week" and "Theme of the Day." These changes aim to give more time for guests and discussion topics.

Changes in Show Format

• Segments like "Meme of the Week" and "Theme of the Day" have been removed.

• More time will be dedicated to guests and discussion topics.

• Feedback from viewers will be considered if they miss these segments.

Guest Introduction - Sergio Raz

The speaker welcomes Sergio Raz back to the show and expresses appreciation for the interesting topics he has brought in the past. They mention that today's topic, volitive data, is new to them.

Introduction of Sergio Raz

• Sergio Raz has been a frequent guest on the show.

• The speaker appreciates the interesting topics Sergio has brought in previous episodes.

• Today's topic, volitive data, is new and intriguing to both the speaker and audience.

Self Introduction by Sergio Raz

Sergio Raz introduces himself, mentioning his background in computational mathematics and systems analysis. He also talks about his current role as head of data protection at SESC SENAC in Goiás.

Self Introduction by Sergio Raz

• Sergio Raz introduces himself as someone with a background in computational mathematics and systems analysis.

• He currently holds the position of head of data protection at SESC SENAC in Goiás.

• He mentions working on various solutions related to process management and creating possibilities for organizations.

Introduction to Instituto Espírita Batuira de Saúde Mental

Sergio Raz discusses his involvement with Instituto Espírita Batuira de Saúde Mental, where they focus on mental health management and explore new possibilities for organizational management.

Involvement with Instituto Espírita Batuira de Saúde Mental

• Sergio Raz is currently involved with Instituto Espírita Batuira de Saúde Mental.

• They focus on mental health management and explore new possibilities for organizational management.

• Their work involves creating solutions beyond traditional approaches.

Introduction to Volitive Data Analysis

Sergio Raz explains that volitive data was discovered during their work at Instituto Espírita Batuira de Saúde Mental. They discuss how it differs from other types of data analysis.

Discovery of Volitive Data

• Volitive data was discovered during their work at Instituto Espírita Batuira de Saúde Mental.

• It is a concept that goes beyond traditional data analysis approaches.

• Sergio Raz mentions that not many people are familiar with volitive data, despite his efforts to promote it.

Importance of Volitive Data in Organizations

Sergio Raz emphasizes the importance of volitive data in organizations and how it complements other types of data analysis. He explains that it provides insights into customer desires and goes beyond the perspective of the organization.

Importance of Volitive Data

• Traditional data analysis focuses on business-related data such as sales and CRM.

• Volitive data provides insights into customer desires that go beyond the organization's perspective.

• Understanding volitive data is crucial for organizations as they aim to meet customer needs and evolve.

Analyzing Volitive Data in Organizations

Sergio Raz discusses how organizations can analyze volitive data, especially during times like the pandemic when customer desires may change. He highlights the importance of understanding customers' wants and needs.

Analyzing Volitive Data in Organizations

Importance of Mental Health in Organizations

This section discusses the importance of mental health in organizations and how it is often neglected. It highlights the need to prioritize the well-being of employees and customers.

The Neglect of Mental Health in Organizations

• Organizations often focus on customer-centric approaches without considering what the customer truly wants or needs.

• Post-purchase surveys, such as NPS (Net Promoter Score), can be intrusive and annoying for customers.

• Lack of personal interaction in online sales makes it difficult to understand customer preferences and desires.

• The neglect of customer interests leads to missed opportunities for organizations.

Understanding Customer Desires

This section emphasizes the importance of understanding customer desires and preferences. It highlights the need for organizations to go beyond surface-level interactions and actively listen to their customers.

Neglected Customer Desires

• Organizations often prioritize selling their own products/services instead of considering what customers actually want.

• Customers may have specific preferences that are not addressed by standard offerings.

• Examples include different medication options at a pharmacy or specific hotel room requirements.

Importance of Data Mining for Customer Insights

This section discusses how organizations often overlook valuable data about customer desires. It emphasizes the significance of data mining and processing in understanding customer preferences.

Ignoring Customer Data

• Organizations tend to ignore valuable data about customer desires, focusing solely on making sales.

• Data mining, processing, and predictive analysis are expensive but essential tools for understanding customer needs.

• Caricature image symbolizes organizations trying to fit customers into predefined categories instead of catering to individual preferences.

Customizing Offerings Based on Customer Preferences

This section emphasizes the importance of customizing offerings based on customer preferences. It highlights the need for organizations to consider individual desires and provide tailored solutions.

Tailoring Offerings to Customer Preferences

• Organizations often present ready-made solutions without considering specific customer preferences.

• Examples include hotel reservations without considering location preferences or flight options without desired features.

• Volitive data, representing customer desires, should guide organizational strategies to enhance customer satisfaction and loyalty.

Treating Customers as Individuals

This section emphasizes the significance of treating customers as individuals with unique preferences. It highlights the importance of building trust and loyalty by understanding and fulfilling their desires.

Personalized Customer Experience

• Organizations should treat customers as individuals rather than just consumers.

• Examples include churrascaria staff knowing preferred meat doneness or seating preference without explicit communication.

• Understanding and fulfilling customer desires leads to increased trust, loyalty, and overall satisfaction.

Collecting Data for Customization

This section discusses the collection of data for customization purposes. It emphasizes the need to collect relevant information while respecting privacy concerns.

Collecting Relevant Data

• Organizations should collect relevant data about customer preferences, even if not yet identified.

• Privacy concerns must be addressed when collecting data for customization purposes.

• Gathering information about desired accommodations or travel preferences can inform future business strategies.

Applying Personalization in Healthcare

This section focuses on applying personalization in healthcare settings. It highlights the importance of understanding patient preferences to improve service delivery.

Personalization in Healthcare

• In healthcare settings, understanding patient preferences is crucial for providing better care.

• Example includes scheduling appointments at preferred times instead of assuming morning availability.

Understanding Volitive Data

In this section, the speaker discusses the concept of volitive data and its importance in understanding customer desires and preferences.

What is Volitive Data?

• Volitive data refers to the information that reflects a customer's real desires and preferences.

• It is obtained through focused research rather than existing databases.

• Volitive data helps organizations understand what customers truly want and enables them to align their offerings accordingly.

Importance of Volitive Data

• Volitive data allows organizations to tailor their strategies based on customer preferences.

• It provides insights into customer desires, such as preferred appointment times or product features.

• Utilizing volitive data can give organizations a competitive advantage by meeting customer expectations effectively.

Gathering and Utilizing Volitive Data

• Traditional organizations often lack recorded volitive data, relying solely on sales data.

• Collecting volitive data requires targeted research and engagement with customers or stakeholders.

• Organizations can use surveys or questionnaires to gather volitive data from customers.

• Leveraging volitive data helps organizations shape their operations to meet customer demands more efficiently.

Applying Volitive Data in Decision Making

This section explores how organizations can apply volitive data in decision-making processes for better outcomes.

Using Volitive Data for Decision Making

• Organizations should consider incorporating volitive data into decision-making processes.

• By understanding customer desires, organizations can align their offerings with market demand effectively.

Example: Appointment Scheduling

• An example scenario is presented where an organization wants to optimize appointment scheduling based on customer preferences.

• Morning appointments have high demand while afternoon appointments have low demand.

• By analyzing volitive data, the organization can allocate resources accordingly, maximizing efficiency and meeting customer needs.

Benefits of Incorporating Volutive Data

• Incorporating volutive data allows organizations to prioritize customer desires and preferences.

• It helps organizations make informed decisions that align with customer expectations.

• By leveraging volitive data, organizations can enhance customer satisfaction and gain a competitive edge.

Expanding the Use of Volitive Data

This section discusses the broader applications of volitive data beyond customer preferences in sales-focused organizations.

Beyond Sales Data

• While sales data is crucial, organizations should not solely rely on it for decision making.

• Volitive data provides valuable insights beyond sales, such as understanding customer desires and optimizing operations.

Example: Manufacturing Company vs. Sales Company

• A comparison is made between a manufacturing company and a sales-focused organization.

• A manufacturing company's focus may be on production efficiency rather than customer desires.

• In contrast, a sales-focused organization can leverage volitive data to gain a competitive advantage by meeting customer expectations effectively.

Importance of Volitive Data in Organizations

• Volitive data plays a significant role in shaping organizational strategies and decision-making processes.

• It allows organizations to understand market demand, optimize operations, and prioritize customer satisfaction.

Leveraging Volutive Data for Competitive Advantage

This section emphasizes the potential competitive advantage that organizations can gain by leveraging volitive data effectively.

Strategic Decision Making

• Organizations can use volitive data strategically to shape their operations and offerings.

• Analyzing volitive data enables organizations to identify trends, preferences, and areas for improvement.

Example: Appointment Scheduling Strategy

• An example scenario is presented where an organization analyzes appointment scheduling patterns based on volitive data.

• Morning appointments have high demand while afternoon appointments have low demand.

• The organization can adjust its resources accordingly to meet peak demand periods effectively.

Aligning with Customer Desires

• By aligning with customer desires identified through volitive data, organizations can enhance customer satisfaction.

• Understanding and meeting customer expectations can give organizations a competitive edge in the market.

Volitive Data and Customer-Centric Approach

This section highlights the importance of adopting a customer-centric approach by leveraging volitive data.

Putting Customers at the Center

• Organizations should prioritize customers' desires and preferences to create a customer-centric approach.

• Volitive data provides valuable insights into understanding and meeting customer expectations effectively.

Gathering Volitive Data

• Organizations can gather volitive data through targeted research, surveys, or questionnaires.

• Engaging with customers and stakeholders helps collect relevant information to shape organizational strategies.

Example: Supermarket Experience

• An example is given where supermarket cashiers ask customers if they found everything they were looking for.

• This simple interaction gathers volitive data on customer preferences and satisfaction.

• It allows supermarkets to improve their offerings based on customer feedback.

Leveraging Volitive Data in Information Systems

• Incorporating volitive data into information systems enables organizations to have a comprehensive view of customer desires.

• By utilizing this data, organizations can better serve their customers' needs and preferences.

Expanding the Scope of Volitive Data

This section explores how volitive data can be beneficial not only for customers but also for other stakeholders within an organization.

Beyond Customers

• Volitive data is not limited to customers; it can also benefit other stakeholders within an organization.

• Understanding the desires and preferences of various stakeholders helps shape organizational strategies effectively.

Importance of Focused Research

• Focused research is essential for gathering relevant volitive data from different stakeholders.

• Directing research efforts towards specific areas ensures that the collected information aligns with organizational goals.

The Value of Desire-Based Data

This section emphasizes the value of desire-based data and its impact on organizational decision making.

Importance of Desire-Based Data

• Desire-based data provides valuable insights into customer preferences and desires.

• It complements sales data by capturing real-time customer desires, enabling organizations to make informed decisions.

Example: Recording Customer Desires

• An example scenario is presented where a customer's desire for a morning appointment is recorded, despite no availability.

• This desire-based data highlights the need for scheduling adjustments to meet customer demands effectively.

Leveraging Desire-Based Data

• Organizations can leverage desire-based data to shape their operations and strategies.

• By aligning with customer desires, organizations can enhance customer satisfaction and gain a competitive advantage.

The Power of Desire-Based Data

This section emphasizes the power of desire-based data in shaping organizational strategies and decision making.

Transforming Organizational Processes

[t=0:27:16s] Understanding Customer Preferences

In this section, the speaker discusses the importance of understanding customer preferences and how it can impact business decisions.

Focusing on Customer Needs

• Customers may end up purchasing a different product than what they initially wanted due to various reasons such as price or availability.

• It is crucial to understand individual customer preferences and cater to their needs.

• Gathering data on customer behavior and preferences can help identify patterns and tailor products or services accordingly.

Leveraging Volitive Data

• Banks and other institutions use certain products or services not only for their direct profitability but also to gather data on customer buying behavior.

• Analyzing purchase patterns can provide insights into customers' preferences, allowing for targeted marketing strategies and the development of new products.

• Volitive data analysis can reveal implicit desires that customers may not explicitly express.

The Potential of Understanding Customer Desires

• Only a small portion (around 10%) of what customers truly desire is currently known by businesses.

• Building strong relationships with customers by understanding their desires can lead to increased loyalty and satisfaction.

• Utilizing technology and data analysis can help bridge the gap between businesses and customers, enabling personalized experiences.

Understanding the Importance of Data in Customer Relations

In this section, the speaker discusses the significance of data in customer relations and how it can improve the customer experience.

The Value of Volatile Data

• Volatile data, such as sales data, provides multiple perspectives and insights.

• Utilizing volatile data allows for a better understanding of customers' preferences and behaviors.

• This knowledge enables organizations to personalize their strategies and offerings.

Leveraging Data in Education

• Similar to online courses that cover various aspects of a subject, organizations can offer customized learning experiences based on individual needs.

• By tailoring educational content to specific interests or skill levels, organizations can provide faster and more relevant learning opportunities.

Scaling Personalization in Education

• Traditionally, education relied on standardized courses with little personalization.

• With advancements in technology and access to data, organizations can now scale personalized learning experiences.

• This shift allows for greater customization based on individual preferences and goals.

The Impact of Personalized Experiences in Various Sectors

This section explores how personalization extends beyond education into other sectors. It highlights the importance of catering to individual needs rather than relying solely on averages.

Personalization Beyond Education

• The concept of personalization extends beyond education to various sectors.

• Companies are adapting their products and services to meet individual needs through personalized experiences.

Challenges with Averaging

• Many organizations still rely on average customer profiles when developing products or services.

• This approach neglects outliers or individuals with unique preferences or requirements.

Hiperpersonalização - Hyper-Personalization

• Hyper-personalization involves offering highly targeted offers based not only on consumption patterns but also considering an individual's life circumstances.

Organizational Preparation for Personalization

This section discusses how organizations are preparing to implement personalized experiences and cater to individual needs.

Organizations and Personalization

• Many organizations still focus on average customer profiles rather than catering to individual preferences.

• The processing of data through data science and predictive analytics is often based on averages.

Moving Beyond Averages

• To truly personalize experiences, organizations need to consider outliers and unique individuals.

• Neglecting these outliers can have serious consequences, especially in sectors like healthcare where a missed diagnosis could be fatal.

Striving for Individualization

• Organizations must shift their focus from averages to individualized experiences.

• This requires leveraging technology and data processing techniques to identify and cater to specific needs.

The Importance of Continuous Learning

This section emphasizes the importance of continuous learning for organizations in order to adapt and provide personalized experiences.

Ambidexterity in Organizations

• Ambidexterity refers to an organization's ability to balance existing products while creating new ones.

• Continuous learning is crucial for organizations to stay relevant and adapt their offerings.

Data Science and Personalization

• Data science plays a significant role in personalization, particularly in sectors like healthcare.

• By analyzing vast amounts of data, including volatile data, organizations can make more accurate predictions and offer tailored solutions.

Embracing Complexity

• Organizations need to move away from relying solely on averages or standardized approaches.

The Need for Modern Data Analysis

In this section, the speaker discusses the current state of data analysis and highlights the need for a more dynamic and advanced approach.

Outdated Methods of Data Analysis

• Traditional data analysis methods are still being used today, which involve analyzing spreadsheets and graphs.

• These methods do not take advantage of the possibilities offered by technology.

• The speaker emphasizes that there is a need to analyze data in a more dynamic and cost-effective manner.

Putting Customers at the Center

• Technology allows organizations to treat their customers as central entities.

• By understanding individual customer preferences and needs, organizations can tailor their strategies accordingly.

• This approach can lead to increased competitiveness and better customer satisfaction.

Understanding Customer Desires

In this section, the speaker discusses the importance of understanding customer desires and how they can change over time.

Evolving Customer Desires

• Customer desires are constantly changing due to various factors such as life circumstances.

• It is crucial for organizations to stay updated on these changes in order to meet customer needs effectively.

• The speaker suggests that companies like Google should provide personalized recommendations based on individual preferences.

Customizing Investment Strategies

In this section, the speaker talks about investment strategies and how they should be tailored to individual profiles and preferences.

Personalized Investment Advice

• There is often confusion surrounding investment advice, with generic recommendations being given without considering individual circumstances.

• Each person has a unique risk profile, stage of life, and investment goals that should be taken into account when making investment decisions.

• The speaker emphasizes that what may be considered a good investment for one person may not be suitable for another.

Balancing Client Needs in Financial Institutions

In this section, the speaker discusses the importance of balancing the needs of clients in financial institutions.

Balancing Borrowers and Investors

• Financial institutions need to cater to both borrowers and investors.

• The speaker highlights that there is a need for both sides to exist in order for the institution to thrive.

• This balance ensures that loans are available for those who need them while also providing investment opportunities.

Meeting Bank Targets vs. Customer Needs

In this section, the speaker talks about how banks prioritize meeting their targets over fulfilling customer needs.

Pressure on Bank Employees

• Bank employees often face pressure to meet targets and generate profitability.

• This can lead to offering products that may not align with customers' actual needs or preferences.

• The speaker emphasizes that customer desires should be prioritized over meeting bank targets.

New Section

In this section, the speaker discusses the importance of focusing on the customer and meeting their needs. They explore the concept of selling what the customer truly wants rather than unnecessary products or services.

The Customer as the Main Focus

• The speaker emphasizes that the customer should be the primary focus.

• They discuss selling products or services that align with what the customer truly desires.

• The importance of understanding and meeting customer needs is highlighted.

New Section

This section delves into various nuances and variations in customer preferences. It explores whether an organization's structure allows for catering to different types of customers, such as conservative or younger individuals.

Nuances in Customer Preferences

• The speaker mentions that there are various nuances and variations in customer preferences.

• They question whether an organization's structure allows for accommodating different types of customers, such as conservative or younger individuals.

• The need to understand and adapt to changing customer desires is emphasized.

New Section

Here, the speaker discusses how volatile data can provide insights into future trends and help guide business decisions. They highlight the importance of leveraging data to avoid wasting effort on ineffective strategies.

Leveraging Volatile Data

• Volatile data provides direction for businesses by indicating where they are heading.

• It helps identify market trends and prevents wasted efforts on ineffective strategies.

• Understanding volatile data enables organizations to adapt and stay ahead of changing consumer demands.

New Section

This section focuses on how changing consumer desires can impact business models. The example of video rental stores being replaced by streaming services is used to illustrate this point.

Adapting to Changing Consumer Desires

• The speaker highlights the example of video rental stores being replaced by streaming services.

• They explain that this change occurred because consumer desires shifted towards convenience and accessibility.

• Organizations need to recognize when their business models are no longer aligned with customer preferences and adapt accordingly.

New Section

This section explores the concept of volitive care in different industries, such as healthcare. It discusses how organizations can cater to individual preferences and provide a more personalized experience.

Volitive Care in Different Industries

• Volitive care extends beyond business and applies to areas like healthcare.

• The speaker questions the notion of a "humanized hospital" and suggests that volitive care can address individual patient preferences.

• Examples include allowing patients to bring their cell phones or tailoring medication choices based on personal comfort.

New Section

Here, the speaker discusses the potential for volitive management within organizations. They explore how embracing volitive management can enhance stakeholder engagement and improve decision-making processes.

Volitive Management within Organizations

• The speaker proposes implementing volitive management practices within organizations.

• They suggest using mobile notifications instead of traditional reports or having daily meetings with teams using agile methodologies.

• Volitive management aims to align organizational goals with stakeholder desires, leading to improved outcomes.

New Section

This section delves into the impact of volitive management on organizational culture. It explores how embracing volitive management can foster innovation and prevent stagnation.

Impact on Organizational Culture

• Volitive management challenges traditional organizational models by encouraging innovation and adaptation.

• It prevents organizations from becoming stagnant and promotes a culture of continuous improvement.

• The speaker suggests that organizations should align with evolving customer desires to remain competitive.

New Section

This section discusses the importance of understanding and meeting customer desires. It explores how organizations can leverage volitive management to enhance stakeholder engagement and improve decision-making processes.

Meeting Customer Desires

• The speaker emphasizes the significance of understanding and meeting customer desires.

• They propose using volitive management to enhance stakeholder engagement, such as receiving notifications on mobile devices instead of traditional reports.

• By aligning with customer desires, organizations can provide better products and services.

New Section

Here, the speaker highlights the impact of embracing volitive management within organizations. They discuss how it can lead to improved decision-making processes and foster a culture of innovation.

Impact on Decision-Making Processes

• Embracing volitive management allows for more agile decision-making processes.

• The speaker suggests that organizations should not be limited by traditional models but rather adapt to changing customer demands.

• Volitive management fosters a culture of innovation and prevents organizations from being stuck in outdated practices.

New Section

This section explores the impact of catering to customer desires on various aspects of an organization. It emphasizes the importance of considering both customers and employees in organizational strategies.

Impact on Customers and Employees

• The speaker discusses how catering to customer desires impacts marketing efforts and overall brand perception.

• They highlight the importance of considering employee satisfaction as well, using an example where a company president personally attends to a customer at the counter.

• Small actions that address customer desires can have significant impacts on both customers' experiences and employee morale.

New Section

This section emphasizes the importance of aligning organizational processes with customer desires. It discusses the role of business analysis in understanding and implementing volitive management practices.

Aligning Organizational Processes

• The speaker highlights the importance of aligning organizational processes with customer desires.

• They mention the role of business analysis in understanding and implementing volitive management practices.

[t=0:59:10s] Understanding Customer Desires

In this section, the speaker discusses the importance of understanding and meeting customer desires in order to retain customers and drive business growth.

Meeting Customer Desires

• The speaker emphasizes the need to meet customer desires in order to retain them and encourage repeat business.

• Using the example of motorcycle accessories, the speaker highlights the importance of offering personalized recommendations based on customer preferences.

• The speaker mentions that summarizing conversations and providing a one-minute recap can be beneficial for both parties involved.

• To summarize the discussion, it is important for organizations to understand volatile data, which represents real customer desires, and align their strategies accordingly.

[t=1:01:34s] Importance of Volatile Data

This section focuses on explaining what volatile data is and its significance in shaping organizational strategies.

Understanding Volatile Data

• Volatile data refers to insights gained from understanding real customer desires that go beyond traditional sales or production data.

• By leveraging volatile data, organizations can anticipate future customer needs and develop products or services that align with those desires.

[t=1:02:59s] Upcoming Discussion on Automation

The speaker announces an upcoming discussion on automation and invites participants to join.

Automation Discussion

• The next discussion will focus on automation and productivity solutions with guest Vittor Camacho.

• Participants are encouraged to mark their calendars for the next session scheduled for the 21st and consider joining the discussion.