With the employer mandate delays being the latest setback to U.S. president Obama's push for national healthcare, it's worth looking at how other countries are successfully tackling the same problem. The United Kingdom has had nationalized healthcare for years, and one of the things that makes this effort so successful is its approach to data collaboration — something Forrester calls Adaptive Intelligence.
While the UK hasn't successfully moved into fully electronic health records, it has in place today a health records sharing system that lets its over 27,000 member organizations string together patient care information across providers, hospitals, and ministries, creating a more full and accurate picture of each patient, which results in better care. At the heart of this exchange is a central data sharing system called Spine. It's through Spine that all the National Health Service (NHS) member organizations connect their data sets for integration and analysis. The data-sharing model Spine creates has been integral in the creation of summary care records across providers, an electronic prescription service, and highly detailed patient care quality analysis. As we discussed in the Forrester report "Introducing Adaptive Intelligence," no one company can alone create an accurate picture of its customers or its business without collaborating on the data and analysis with other organizations who have complementary views that flesh out the picture.
As an analyst on Forrester's Customer Insight's team, I spend a lot of time counseling clients on best-practice customer data usage strategies. And if there's one thing I've learned, it's that there is no such thing as a 360-degree view of the customer.
Here's the cold, hard truth: you can't possibly expect to know your customer, no matter how much data you have, if all of that data 1) is about her transactions with YOU and you 2) is hoarded away from your partners. And this isn't just about customer data either -- it's about product data, operational data, and even cultural-environmental data. As our customers become more sophisticated and collaborative with each other ("perpetually connected"), so organizations must do the same. That means sharing data, creating collaborative insight, and becoming willing participants in open data marketplaces.
Now, why should you care? Isn't it kind of risky to share your hard-won data? And isn't the data you have enough to delight your customers today? Sure, it might be. But I'd put money on the fact that it won't be for long, because digital disruptors are out there shaking up the foundations of insight and analytics, customer experience, and process improvement in big ways. Let me give you a couple of examples: