QInsight - S3:E2 - The Translator

In the second episode of Season 3, Steve Clarke and Alastair Jupp are joined by Chris Roberts, Director at E&F Solutions, to explore why successful CRM and AI projects start long before anyone talks about software. Chris describes himself as a translator, someone who bridges the gap between operational teams and technology. That idea runs through the entire episode. Projects rarely fail because the software isn't capable. They fail because nobody has taken the time to understand how the business really works. The discussion moves from CRM implementation to AI, data quality, governance and regulation, but always comes back to the same principle. Start with the process. Talk to the people doing the work. Then decide how technology can support them, rather than expecting technology to fix a broken process. Whether the project is CRM or AI, Chris makes the same point throughout. Understand the process first. The technology comes afterwards.