11/12/2025
I need to get something off my chest.
During my years in telecom — AT&T, Cox Mobile, and Metro by T-Mobile — I spent countless hours watching real customer sessions through analytics tools like Quantum Metric and Medallia DXA.
And what I saw stayed with me.
Senior customers — some of the most loyal and longest-paying ones — weren’t confused.
They were excluded.
They couldn’t navigate online tools, reset passwords, or find simple links. Not because they didn’t care — but because their brains process information differently.
Digital wasn’t built for them. Unfortunately, it’s now the only option.
Companies love to talk about digital transformation and AI. But transformation isn’t innovation when it disconnects us from the people who built the brand.
Data tells part of the story. Behavior tells the truth.
You only understand the frustration of an older customer if you’ve sat next to your grandmother while she tried to pay a bill online.
Each generation processes information differently — including how they view privacy, trust, and technology itself. When we only design for the youngest, we alienate the most loyal.
Analytics should connect numbers to people, not separate them. Because data without understanding isn’t insight — it’s blindness.
And here’s something most leaders don’t want to admit:
many of them aren’t tech-savvy either. They don’t always understand the data their teams are presenting — and that’s even scarier.
