"Customer Leadership" uses Big Data analytics and insight to drive leadership, organization and branding decisions and actions - all aimed to improve customer products, services, experience, satisfaction and loyalty. A presentation given to the University of Leeds Customer Data Research Centre (CDRC) Symposium, on January 8th, 2015, at the Royal Society, London

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big data & its application
customer leadership
mick yates / LeaderValues
Visiting Professor, University of Leeds

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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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source: Qmee

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“errors using inadequate data are
much less than those using no data
at all”
Charles Babbage, inventor and mathematician
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Gartner / IBM

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tiny data + unstructured data = big data
=

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SAP Experience Centre

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SAP Experience Centre

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the technology to develop insight
is hard but manageable and
cheap …
… the real issue is DOING
something about the insight
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innovation
networks
strategy one

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seekers and solvers
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customer
centricity
strategy two

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market push

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customer “pull”

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a fair exchange
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the customer “data journey”

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social aggregation

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social curation

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social advocacy

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brand

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you
OWN
all of
YOUR
data

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governance

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policy

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tests

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customer leadership

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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

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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

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accountable care
http://www.medicity.com/aco.html
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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

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http://www.californiareport.org/archive/R2013090616
30/b
predictive policing
“PredPol” software takes
crime data and generates
maps – earthquakes and
crime (mathematically)
work in similar ways (with
aftershocks)
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big models

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small models

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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

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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

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the CEO’s job is not to understand
Big Data…
… it’s to understand his or her
business, and then know what
question to ask
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customer leadership
mickyates
www.mickyates.com
www.leader-values.com