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.

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

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“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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5 exabytes

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5 exabytes

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source: Qmee

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Gartner / IBM

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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

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• 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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market push

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customer “pull”

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innovation
networks

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customer
centricity

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a fair exchange

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governance

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policy

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tests

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“open data”

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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

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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

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Deloitte “Analytics Advantage” 2013

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