What happens when a company matches a customer Code Halo, built from bits of virtual information, with its own Code Halo, derived from its big data initiatives? When such Code Halos collide, a fool–proof business model emerges. This is the phase of creating tangible results from creative ideas that emerged during Ionization. This is when consumers discover the launch of innovative products and services that meet their requirements. This is when CVS began its personal message service to customers' mobile devices when a prescription is ready for pickup.
Ionization spurs a relentless flow of ideas on ways to analyze and utilize inbound Code Halos. As the company enters the Spark phase, consumer Code Halos collide, and corporate halos merge, giving rise to highly tailored and customized products. The Spark of innovation may be a tiny beginning for a company, but it nonetheless commands attention from customers and competitors, alike.
When Pandora began its music recommendation service nearly a decade ago, it gradually built its business by accumulating and understanding customer Code Halos. Now with over 35 million listeners, the company has put in place a robust system of managing customer halos of likes, interests and dislikes of different albums, genre or songs. The Music Genome Project, initially created to bring together all kinds of music in a predictable pattern, now virtually knows the likes and dislikes of every listener.
Code Halos meet head on, setting off a Spark that transforms an idea into a successful business model. If a company is backed with sophisticated algorithms and is constantly fed with well–researched analytics to decode the Code Halos, sustainability of the Spark is assured. These embryonic ideas that evolve out of the Ionization stage redefine the customer experience. For example, when Progressive Insurance launched its instant online comparison quotes for motorcycle insurance in 1999, it had already glided through its Ionization stage, cataloguing customer preferences, to create an effective operating model.