The collision of two satellites last week orbiting high over Siberia has underscored some of the big problems that NASA and other space agencies, both civilian and government, are facing in space. So much so that some institutions have called for some sort of improved air traffic control system. Good luck with that.
NASA, among others, has since stated that the incident was inevitable sooner or later; there’s over 10,000 satellites and other pieces of debris floating around up there. With that much cosmic junk flying around up there, it can lead to information overload.
That problem is one that should resonate loud and clear in the business world, certainly as load as the collision of both satellites (I guess if sound could be heard in space.). The shear volume of data we’re asked to digest and analyze on a daily basis is mind-blowing. The same can be said of businesses.
And at its heart, CRM, or for that matter any software application, whether it be Microsoft Office or a high-end analytics package for segmenting customers, is about allowing us to analyze data. The idea of course is to gleam some insightful conclusion or angle about your business you hadn’t already been aware of, and prevent two of your company’s “satellites” from colliding. But information overload has been, and will continue to be, a problem that plagues CRM and other business initiatives for years to come.
In the end, we’re much better at gathering data than analyzing it, at least for now. That said, it’s critical that companies understand what kinds of data they’re measuring and how it fits in the context of the business model. More importantly, how does an application limit and present that data to the end-user in a digestible manner? Getting bogged down in the never-ending conundrum of infinite information can lead to bad business decisions and wasted money, or in the case of CRM, ticked off customers.
Does this remind you of your CRM implementation at times: