There are bountiful opportunities today to use Big Data analytics and business intelligence technologies to change the game. But before you quicken your pace to the nearest tech store, you need to stop and recognize what “change the game” really means.
Certainly it means that the analytics software can yield insights that could help you improve interactions with your customers. The insights you gain could lead your organization to do something in a more compelling way.
But it’s important to recognize that the technology just gives you the chance to solve a business problem; it doesn’t actually solve it. You can spend money on technologies to create insights about how you can do things differently to great effect. But you can’t create just insights. You have to create organizational change and marshal the people in your organization so they WILL change and do things differently.
Creating organizational change is complicated. You will have to work your way through the dreaded snarls of change management. The rewards can be great; there’s no doubt about that. But the change can have far-ranging organizational implications and can be quite painful and disruptive to implement. Altering internal incentive structures. Entering new markets. Restructuring resource allocations. Reshaping your business model.
And if your organization fails to adapt to the new realities, it will thwart the impact and opportunity of the insight.
Our advice is to recognize up front that you will waste your investment in analytics technology if you are unprepared or unwilling to do down the path of a great transformational journey. Leaders must be prepared to deal with the consequences of the insights the analytics technology brings to light.
Don’t buy a ticket if you won’t go on the ride.
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