Customers, Leadership and Big Data

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Mick delivered a keynote at the Institute of Customer Services annual conference, February 25th, 2014. Mick explains what organisations need to understand to maximise big data and outlines its implications for customer relationships, internal organisational structures and leadership. He explores how big data can be harnessed for customer engagement and co-creation and looks at what kind of leadership is needed, combining human-based values with technology. Mick also considers the business risks associated with big data, how these may impact customer relationships and how they might be overcome.

Business

mick yates - 1
customers,
leadership
and
big data
Mick Yates
Professor & Leadership Strategist
University of Leeds / LeaderValues

mick yates - 2
“Big Data is like teenage sex;
everyone talks about it, nobody
really knows how to do it, everyone
thinks everyone else is doing it, so
everyone claims they are doing it.”
Dan Ariely, Duke University Director of the Center for Advanced
Hindsight

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tiny data + unstructured data = big data
=

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• complex: data sets from multiple sources
• combine: “tiny” & unstructured
• compute: capture, process, analyse, visualise
big data – 6 Cs

mick yates - 9
• complex: data sets from multiple sources
• combine: “tiny” & unstructured
• compute: capture, process, analyse, visualise
• create: drives decisive action, quickly
• connected: impacts everyone in enterprise
• customer: provides individual control of data
big data – 6 Cs

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you
OWN
all of
YOUR
data

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envision strategy
enable change
empower people
energize success
4E’s leadership framework - mick yates

mick yates - 23
4E’s leadership framework - mick yates

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envision a customer centric enterprise
• clear strategic choices
• create a case for change
that inspires people
• define an alternative and
viable future state
4E’s leadership framework - mick yates

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enable Big Data operations
• create the right organization shape
• use the right tools & technology
• put change agents in place
• create a transition program
4E’s leadership framework - mick yates

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empower everyone to act on Big Data
• personalise the execution
• hire, train, engage
the right employees
• execute a symbolic end
to the status quo
• build options to deal with resistance
4E’s leadership framework - mick yates

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energize as a Big Data leader
• constantly advocate the change
– and use the data
• create a locally owned rewards plan
• walk the talk …
4E’s leadership framework - mick yates

mick yates - 31
Deloitte “Analytics Advantage” 2013

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mickyates
www.mickyates.com
www.leader-values.com

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1. mick yates - 1 customers, leadership and big data Mick Yates Professor & Leadership Strategist University of Leeds / LeaderValues

2. mick yates - 2 “Big Data is like teenage sex; everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it.” Dan Ariely, Duke University Director of the Center for Advanced Hindsight

3. mick yates - 3 5 exabytes

4. mick yates - 4 5 exabytes

5. mick yates - 5 source: Qmee

6. mick yates - 6 Gartner / IBM

7. mick yates - 7 tiny data + unstructured data = big data =

8. mick yates - 8 • complex: data sets from multiple sources • combine: “tiny” & unstructured • compute: capture, process, analyse, visualise big data – 6 Cs

9. mick yates - 9 • complex: data sets from multiple sources • combine: “tiny” & unstructured • compute: capture, process, analyse, visualise • create: drives decisive action, quickly • connected: impacts everyone in enterprise • customer: provides individual control of data big data – 6 Cs

10. mick yates - 10 market push

11. mick yates - 11 customer “pull”

12. mick yates - 12 innovation networks

13. mick yates - 13 customer centricity

14. mick yates - 14

15. mick yates - 15 a fair exchange

16. mick yates - 16

17. mick yates - 17 governance

18. mick yates - 18 policy

19. mick yates - 19 tests

20. mick yates - 20 “open data”

21. mick yates - 21 you OWN all of YOUR data

22. mick yates - 22 envision strategy enable change empower people energize success 4E’s leadership framework - mick yates

23. mick yates - 23 4E’s leadership framework - mick yates

24. mick yates - 24 envision a customer centric enterprise • clear strategic choices • create a case for change that inspires people • define an alternative and viable future state 4E’s leadership framework - mick yates

25. mick yates - 25

26. mick yates - 26 enable Big Data operations • create the right organization shape • use the right tools & technology • put change agents in place • create a transition program 4E’s leadership framework - mick yates

27. mick yates - 27

28. mick yates - 28 empower everyone to act on Big Data • personalise the execution • hire, train, engage the right employees • execute a symbolic end to the status quo • build options to deal with resistance 4E’s leadership framework - mick yates

29. mick yates - 29

30. mick yates - 30 energize as a Big Data leader • constantly advocate the change – and use the data • create a locally owned rewards plan • walk the talk … 4E’s leadership framework - mick yates

31. mick yates - 31 Deloitte “Analytics Advantage” 2013

32. mick yates - 32 mickyates www.mickyates.com www.leader-values.com

Editor's Notes

Volume: 90% of all data created past two yearsVariety: 90% of all data is unstructuredVelocity: 200 million emails a minuteVeracity: 1 in 3 leaders don’t trust the dataVariability: meaning changes with the contextVisualization: is essentialValue: data is worthless unless there is action

Customers, Leadership and Big Data

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