How does Unconcious Bias impact your decisions to select and implement the right CTRM solution for your organisation?
Unconscious bias refers to the biases we hold that are not necessarily conscious or intentional. These biases can be based on factors such as race, gender, age, or even personality traits. While we may not be aware of them, these biases can have a significant impact on our decision-making process.
When it comes to selecting a CTRM software solution for marketing and trading activities, unconscious bias can manifest itself in several ways. Here are some examples:
Confirmation bias: Confirmation bias is the tendency to search for, interpret, and remember information in a way that confirms our pre-existing beliefs. This bias can lead us to select a CTRM software solution that aligns with our preconceived notions about what we need, rather than objectively evaluating all available options.
Groupthink: Groupthink occurs when a group of people prioritise harmony and consensus over critical thinking and independent decision-making. This can lead to a lack of diversity of thought and a failure to consider alternative viewpoints, resulting in a CTRM software solution that may not be the best fit for the organisation’s needs.
Halo effect: The halo effect occurs when our overall positive impression of a person or thing influences our perception of specific traits or qualities associated with that person or thing. In the context of selecting a CTRM software solution, this bias could lead us to prioritise certain features or capabilities based on our positive perception of the vendor or the software, rather than objectively evaluating whether they meet our needs.
Availability bias: Availability bias is the tendency to overestimate the importance of information that is easily available, such as recent events or vivid examples. In the context of selecting a CTRM software solution, this bias can lead us to prioritise certain features or capabilities that have been marketed heavily or that we have seen in action recently, without considering whether they are truly essential for our organisation’s needs.
These are just a few examples of how unconscious bias can impact decision-making when selecting a CTRM software solution for marketing and trading activities. The consequences of these biases can be significant, including selecting a software solution that does not meet the organisation’s needs, wasting resources on features or capabilities that are not essential, or overlooking better alternatives.
To mitigate the impact of unconscious bias when selecting a CTRM software solution for marketing and trading activities, it is important to take a deliberate and structured approach to the decision-making process. Here are some strategies that we use with our clients:
Establish clear requirements: Before evaluating CTRM software solutions, it is important to establish clear requirements for what the software needs to accomplish. This can help to ensure that the evaluation process is focused on objective criteria rather than subjective biases.
Diversify decision-making: To avoid groupthink, it is important to involve individuals from a variety of roles and backgrounds in the decision-making process. This can help to ensure that a diversity of perspectives and ideas are considered.
Conduct blind evaluations: To avoid the halo effect, it can be helpful to conduct blind evaluations of CTRM software solutions, where the vendor’s name and other identifying information are removed from the evaluation materials. This can help to ensure that evaluations are based solely on the merits of the software.
Use a structured evaluation process: To avoid availability bias, it is important to use a structured evaluation process that considers all relevant criteria, rather than just focusing on the most easily available information. This can help to ensure that evaluations are based on objective criteria rather than subjective biases.
Conduct blind testing: To further mitigate the impact of unconscious bias, it can be helpful to conduct blind testing of CTRM software solutions, where users are not aware of which software they are using. This can help to ensure that evaluations are based solely on the functionality and usability of the software, rather than preconceived biases or expectations.
Train decision-makers on unconscious bias: Finally, it is important to train decision-makers on unconscious bias and its potential impact on decision-making. This can help to raise awareness of biases and ensure that decision-makers are equipped to make objective and unbiased decisions.
By following some of these recommendations, organisations can & have made more objective and informed decisions when selecting a CTRM software solution and avoid the potential negative consequences of unconscious bias.
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About the Author
Jason Novobranec is Implementary’s Chief Operating Officer.
With over 20 years of Consulting, Program Management & Senior Leadership experience, Jason has delivered initiatives for large multi-national / multi-regional organisations as well as SME’s and is an expert in shaping solutions to fit a customer’s project needs.