Tuesday, July 18, 2006

Is There a Doctor in the House? CRM Analysts to the Rescue!

Blogging about the role of analytics may not be top of mind for many – but maybe its time to take a look at why this role can be like having a doctor in the house.

I’m often asked whether organizations should focus on technology or people in building up their CRM analytics capabilities. My answer is that one should obviously do both. But the priority should always be to have the right people in place. After all, having the right people will determine the right or appropriate level of technology for that particular organization. In fact, I would argue that an environment with sub optimal technology but with outstanding people will still deliver great solutions. Technology is simply an enabler. Organizations still need that superior level of people type thinking that can both use the technology as well as the vast amounts of data to derive meaningful business intelligence. Those organizations with this kind of culture are simply able to make better decisions than their competitors.

I like to think of the role of technology and people within CRM analytics as being somewhat similar to the role of technology and people within the field of medicine. Certainly technology has revolutionized medicine to the point that it has facilitated many tasks and functions of the doctor, yet will never replace the doctor. A body of knowledge exists by the human (doctor) and the ability to use this knowledge for the betterment of health within our society. Albeit CRM analysts are not saving lives but we are generating more profit that in the long run can be invested in other areas thereby creating more jobs and ultimately in a different way contributing to the betterment of society.

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