Ep 28 | Customer-Centric or Data-Driven with Tom Spencer, Head of Customer Data Science at Aviva

In Episode 28 of Driven by Data: The Podcast, Kyle Winterbottom is joined by Tom Spencer, Head of Customer Data Science at Aviva (and Data IQ 100 No.9) where they discuss the relationship between customer-centric and data-driven, which includes: His experience of working in different cultures in Asia Why he thinks he was listed at Number 9 in the Data IQ 100 2021 Why your insights are only as good as the change you can drive Why he focuses on shifting from "Reactive Servants" to "Proactive Partners" How he lives by the quote; "You tell us what you want and we’ll tell you what you need” The importance of understanding the real question Why there is still a place for instinct despite being data-driven Why customer-centric and data-driven aren’t mutually exclusive Why being truly customer-centric only works if it’s ingrained into the company culture The danger of conflating customer-centric with doing anything for the customer Why it’s equally important to identify the customers you don’t want as it is understanding who your best customers are The importance of hiring in the quest to be customer-centric   The 3 phases by which to measure the success of the customer-centric approach   Why measuring the impact your work has on your customers is better than attempting to measure ROI   The difference between a customer-centric organisation versus a product/service-centric organisation The role of the board in being customer-centric Why connecting what’s important to the customers to what’s important to the stakeholders is critical