How Schiphol puts data at the heart of every key-decision

How can organizations ensure every critical decision is genuinely supported by data? Maarten van den Outenaar, Chief Data Officer at Schiphol Group, emphasizes a strategic vision built around empowering employees to integrate data into their daily decisions. Schiphol’s vision “Data at the heart of every key decision”, reflects a broader organizational transformation towards data-driven decision-making.

Why data-driven decisions matter

Organizations continuously face the challenge of timing their technology adoption effectively. As history shows through various industrial revolutions, adopting technology too early or too late both carry risks. Schiphol recognized that integrating data effectively into the organization’s decision-making processes required a balanced and strategic approach.

Van den Outenaar highlights three primary ways data can improve organizational outcomes:

• Efficiency: Streamlining existing processes.
• Effectiveness: Enhancing decision quality and outcomes.
• Diversification: Applying successful practices across various organizational domains.

Schiphol’s strategic vision: Autonomous Airside

Schiphol Group’s strategic goal, encapsulated as “Connecting your world with the most sustainable and high-quality airport,” focuses on quality network connections, customer service excellence, employee satisfaction, community engagement, and sustainability.

Central to this vision is the concept of an autonomous airside: a fully electrified airport area leveraging data and IT to minimize environmental impact and optimize operational efficiency. However, reaching full decision automation remains cautious, with human judgment playing a vital role even at advanced stages.

Aligning data strategy with organizational decisions

To achieve meaningful integration of data into everyday decisions, Schiphol approached departmental leaders, asking them to identify their top three decisions. This approach ensured:

• Clear prioritization of data initiatives.
• Strong alignment with strategic objectives.
• Practical focus on measurable outcomes.

By clearly defining and supporting key decisions, Schiphol ensures that data initiatives genuinely impact strategic objectives.

Empowering employees through data

Effective data strategies require putting employees at the center. Employees are empowered through education, support, and the integration of digital expertise from Schiphol’s Center of Excellence. Van den Outenaar emphasizes a collaborative approach, combining technical knowledge with domain expertise to effectively bridge the gap between rapid technological developments and employee adoption rates.

Navigating technology adoption

Organizations face continuous pressure from rapidly advancing technologies, often outpacing organizational readiness. Schiphol tackles this issue using the S-curve model—common in investment circles—to carefully time technology adoption. The S-curve approach:

• Guides incremental maturity growth in data capabilities.
• Enables timely assessments and adjustments.
• Facilitates agile, strategic progression towards data maturity.

This incremental and evaluative approach ensures organizations adapt at a sustainable pace, avoiding technology fatigue and resource misallocation.

Matching employee needs with technological capabilities

Successful implementation of data initiatives relies on identifying and prioritizing employee tasks that most benefit from technological assistance. Schiphol pairs employee needs with technological potential, creating actionable matrices that highlight optimal implementation opportunities.

Key considerations include:

• Identifying tasks suitable for automation or enhancement.
• Recognizing employee openness to technology.
• Prioritizing initiatives with significant impact potential and high employee enthusiasm.

Practical Impact and Real-world Application

Van den Outenaar underscores the importance of tangible improvements. By clearly demonstrating how data initiatives enhance employee performance and organizational outcomes, Schiphol achieves broader organizational buy-in. Specific reports and dashboards illustrate the practical benefits directly linked to employee needs, reinforcing strategic alignment.

Continuous Improvement through strategic alignment

Schiphol’s approach to data strategy highlights the importance of continuous improvement through strategic alignment, employee empowerment, and agile technology adoption. By placing data at the heart of key decisions and strategically aligning technological maturity with organizational readiness, Schiphol demonstrates a robust blueprint for successful data integration.