Shift Magazine - August 2021 - 15

The power of data
Data-driven culture starts at the (very) top: Senior leadership practice
fact-based decision-making.
From a data and experience perspective,
taking a hard look at ways of working along
with organizing teams around data (i.e., the
customer) is something we help our customers
with every day across all industry verticals. A
data strategy that plots out a road map of use
cases to execute against is crucial. It's not just
about standing up a customer data platform,
it's about how to execute relevant use cases
in a timely manner. This allows you to create
road maps to develop market-leading services
that align to customer needs. It's important to
first make sense of how to use your data as an
asset and to understand how your company
culture considers return on investment (ROI).
A few fundamentals to consider when thinking
about getting your data strategy in place.
Choose metrics with care - and cunning: Create detailed metrics to
make complete, informed, predictions.
Don't pigeonhole your data scientists: Bring data science closer to the
business to organically impact the culture.
Quantify uncertainty: Requiring teams to be explicit and quantitative
pushes them to define uncertainty, attain a deeper understanding of their
model, and run experiments.
Fix basic data-access issues quickly by breaking the logjam: Grant
universal access to just a few key measures at a time.
Use analytics to help employees, not just customers: Allow access to
data that helps employees see how they can be more efficient.
Get in the habit of explaining analytical choices: Ask teams how they
approached a problem and what alternatives they considered.
Specialized training should be offered just in time: Offer training just
before a project is kicking off as opposed to generally.
Proofs of concept should be simple and robust: Ask teams to look
at building POCs based on what they have to work with first before
evolving.
Privacy and security should be woven in from the start: Greater
connectivity and more data mean more opportunities but also mean
greater concerns about bad actors and unintended consequences.
As the customer experience becomes more competitive,
making sense of how to enable data as an asset and build a
company culture that is ROI-focused will allow you to stay in
lockstep with customer needs.
The Road Ahead
At the end of the day, OEMs must get their start-up business
mentality ready to tap into the massive revenue experience 5G
will help to unlock. It takes time to put these plans in motion,
so starting now is crucial. As experiences become the brand
and the marketing tool of the future, those who develop an
org structure and ways of working that enable a data-led, testand
learn-centered culture focused on value-based outcomes
at speed will be the ones that come out of the gate ahead
of the competition. The reassuring thing is that we can learn
from the financial services and retail industries that have been
experiencing disruption and have been putting transformation
strategies into place for the past decade. Step one is looking
at your org's maturity and reflecting honestly upon where your
org is today. Being able to move past " well this is the way we
do this " is a must for achieving desired results. Identifying a
clear vision and value drivers that your people will organize
around with the support of the top of the house is critical to
ensure you are all moving in the same direction at speed. Then
select a tech strategy and road map that works best for the
nuances that exist in your company ecosystem. A year from
now we will be talking 6G, so time to get started.
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Shift Magazine - August 2021

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