SASRisk to reward: Risk assessment for competitive advantage
When considering risk, the rhetoric is often around prevention. How could we have prevented the financial collapse of 2008? Or the widespread disruption caused by COVID-19? Naturally, risk assessment is all about preventing and managing risk. However, when we talk about “prevention,” the connotations are of defensiveness, of being on the back foot. There is often a feeling of “How can we survive these risks?” Instead, we should focus on how businesses can leverage risk and risk assessment to gain a competitive advantage.
Iain Brown of SAS, caught up with SAS Collaborator, Peter Lavers and a collection of top tech influencers, to discuss this very topic. They talked about what businesses need to do if they are not just going to fend off risks but turn them to their own advantage. The key, as is increasingly becoming the case in the modern world, is technology and, specifically, AI and analytics.
He is an expert in B2B Customer Experience and Customer Management. This includes CM strategy development; execution of improvement plans (incl. organisational modelling for customer management); programme design; and partnership & alliance development.
Mark's applied work across FMCG, industrials, medical devices, financial services, business services and construction has led to organisations making, significant improvements to their customer management. A large focus of this work has been moving organisations up the Trust Ladder to enable them to benefit from reduced cost to serve, while continuing to innovate and deliver mutual value.
Mark is a Fellow of the Chartered Institute of Marketing and Member of the Institute of Sales and Marketing Management. He holds an MBA in strategy from Henley Business School.
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