Member Since: 17th Nov 2009
William is co-founder and leads the strategy for the UK’s leading customer insight group, Beyond Analysis. In his role, William has overall responsibility for advising clients and developing the data vision and solutions that enable clients to transform their business with data. Along with Paul Alexander, CEO, William established Beyond Analysis in 2007 and has worked tirelessly to exceed the company’s aggressive growth plans.
Co-Founder & Partner Propositions Beyond Analysis
6th Jan 2022
Hi John, Thanks for your comments.
Cultural issues are, more often than not, at the centre of the challenges we see our clients facing. I can't claim to be an expert in this area of organisational culture, but I wonder if by calling it a cultural issue we end up looking in the wrong places to find the solution?
What I often come across is very little measurement or tracking of customer behaviour and its direct link to customer performance and in turn how that is connected to the pay and performance management of the whole business from the front line to the top table.
It's all well and good having smart data people do their thing, but if (for example) a sales team are being rewarded without any relationship to profitable customer outcomes and so on, then no clever data will solve anything.
My other career is as a Landscape Designer - I enjoy the creative outlet it offers. One thing you learn never to do is just design the route for steps or a pathway purely based on what you think will look good. People will take the most convenient route they decide, no matter if you put up 'Keep off the Grass' signs or not, leaving your beautifully designed garden with muddy short-tracks everywhere.
I think we need to think about how we implement data in the same way - cross function is key, but also is the need to account for the specific behaviours/habits within each function itself. I think culture often gets misunderstood as one concept across a whole entity and the individual tribes and their own ways get overlooked and so things fall apart at the seams.