2. Customers, Leadership & Big Data
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.