Thoughts, ideas, and lessons learned from real-world customer engagements and interactions...

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If it is not measured, it cannot be managed!

26 Apr 2011 | No Comments | posted by admin | in Customer Alignment, Customers

One of the key things that we tell our clients is that unless their customers measure it…it does not matter. Particularly, when trying to understand and articulate the value of their products and services.
When it comes to being aligned with your customers, it is important to make sure that you are measuring success with the metrics that tell you the real story. Depending upon which stage you are at within your process, combined with the customer alignment goals that you have set out for yourself, there are many different metrics that can be used. The following are just a few samples of metrics that key departments can be monitoring to measure how well you are aligned with your customers:

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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.

It is all about the experience

5 Jun 2009 | No Comments | posted by admin | in Customer Experience, Customers, Potential Clients

Earlier this week I was speaking with a contact of mine and the topic moved to the topic of a very frustrating experience that he had while trying to sign up for a VOIP service.

Just to set the stage for you….my contact has phoned in to inquire about potentially signing on for this companies service. He tells me of the painful process of even getting signed up in the beginning as they had to do a credit check, they had to verify his home network setup, etc. When he was done this initial call he felt that everything was now in order and all he had to do was to wait for the software required for the ability to run the VOIP service on his laptop to show up.

A couple of days later, the door bell rings and sure enough there is the new VOIP system. He went and started to install the system onto his laptop and that is when the problems began. To make a long story short, after several calls to the support organization they then decided to tell him that their VOIP software would not work on his machine because of the version of the operating system he was using. Now well beyond frustrated he then got passed back to the original customer service department he had dealt with in the beginning and they confirmed that the operating system he was using was not supported. Rightfully so, he then asked to speak with the manager due to the fact that they should have asked him in the beginning what operating system he was using which would have saved a great deal of frustration and valuable time. When the manager came on the line, my contact explained to him the sequence of events along with the frustration he was feeling….and the response from the manager of the customer service team was – “Yes, that OS is not supported, so what would you like me to do about it?”

So, here are some of the things that I would like you to think about regarding this story:

1. Do you think that this company spoke with many real life customers before they made a decision to build a solution that does not support one of the most used operating systems in the world?

2. Do you think that this company ever spoke to a real-life customer to better understand how they would like to have the solution delivered to them? (Lets face it…it is software which could be downloadable and does not require a physical shipment which requires the customer to wait days in order to receive)

3. Do you think that this company was concerned about creating a positive experience with their customers or do you think that they are more focused on getting their money?

4. Do you think that this company has ever done an audit or “mystery shopper” type of activity to truly put themselves in their customers shoes in order to experience the buying process their customers go through when buying their solution?

5. Do you think that the company really wants to have a customer support organization that states “….what would you like me to do about it?”

6. Do you think that either myself or any of the other people that my contact has told about this experience will ever voluntarily buy from this company again?

7. Would you buy from this company?

Finally….when was the last time you did an “audit” to truly understand the experience your customers are getting from you, your company, and the process they have to go through to either buy your solution or to get support when they run into issues? You only have one chance to make a positive impression….and there are big consequences for not providing the right experience for your customers.