Thoughts, ideas, and lessons learned from real-world customer engagements and interactions...
Are your customers going out with the bath water?
25 Aug 2011 | No Comments | posted by admin | in Customer Experience, Customers
The other day we were working with a customer to finalize their CRM strategy. As we were putting together some of the pricing details of our recommended CRM, we noticed that they were offering a special pricing offer that represented anywhere from 30-50% off of their regular price. As always, we checked the fine print and sure enough the special pricing offer was only for NEW customers.
Now, I am sure that everyone reading this can point to examples of this type of promotion that companies put in place to attract new customers during slower times. However, we would like to take this opportunity to challenge companies to resist using this type of tactic which can ultimately devalue the perception of your solution within the market, and can alienate the customers who have already validated your solution with their purchases.
So you have a Beta client, now what?
21 Jul 2009 | No Comments | posted by admin | in Product Management
Beta testing of a new technology or solution is one of the greatest opportunities you can have to build a life-long customer. However, too many companies miss out on this opportunity due to the fact that they do not approach this strategically and with end in mind.
Having a client agree to give your new technology some real-world testing is extremely valuable to any company. It does not matter if this is the first Beta for a start-up company or if it is a new technology that is being added to an already established companies technology portfolio. Having this client simply test the product and offer suggestions or to tell you if something is not working within their specific environment provides a bit of value, but will not really help to get your solution adopted by many customers. The following are just a few ways to ensure that you do not miss out on this opportunity to not only gain a customer but also to get information that can be used to gain even more customers:
1. Use Beta testing to demonstrate a true ROI. The old saying “If it is important, measure it”, holds true with your clients. Hopefully before you got to this point you were able to understand what is important to your client and have taken the time to document how it is measured, who is measuring it, and what the current measurement was. If you have done this, then ask to have this as something that the client tests during the Beta testing. Measure the gain that they have received through your solution and then calculate what this means to the client in their terms.
2. Get everyone involved. When you go to sell something to a client, they are often less comfortable in giving you names and contact information for people who may use or make a decision on your product or service. However, if your solution has an impact on these people, then build into the Beta plan to make sure that they are involved in the process.
3. Set clear objectives and exit criteria. Much like in #1, there is no reason why you cannot ask for certain features or functionality to be tested by the client during the Beta testing. Second, define when the Beta testing will be completed. Some of these initiatives can turn into the never ending testing project if you are not careful, but by setting the proper objectives and exit criteria you can better control the aspects being tested and that clients get enough of an opportunity to test these areas.
4. Think Bigger. When completing the Beta testing engagement, as the client what they feel is the greatest value that is being provided by your solution. Ask them what they feel is biggest benefit of your new technology which would be important to them, their competitors, and the market as a whole. Use this information in your sales and marketing campaigns moving forward.
5. Ask for referrals. You should never miss an opportunity for a referral. Even if your solution does not meet this particular clients needs, they may know another company or person that could benefit from what you have to offer.
So, the next time you are getting ready to do Beta testing of your technology, take the time to understand and use this activity strategically. Also, it is not an activity that is reserved just for product management, so be sure to involve your sales, marketing, support, and operations team to make sure the whole company is focused on ensuring the successful outcome of this valuable opportunity.
