Saw this GapingVoid post and it made me think about yesterday’s post and how we take the next step.
Companies (that are run by techie CEOs) think that a new feature or GUI or the tech itself will make the customer gaga and buy. That has never been the case EVER. The best TECH does not win; the best Marketing does. [For example, Microsoft – not the best O/S, but still won.]
Marketing is Customer Experience. Ask Disney!
To the customer, telecom is all the same. There is very little differentiation in the marketplace. If there is, it isn’t being told loud enough – or clear enough for the average person.
It is all about the STORY!
But we drone on about features and that leads to pricing. And another deal lost for a dollar.
There are more important aspects to the Story:
- Business Impact & Outcomes
- Customer Experience
- Implementation
- User Adoption/Training
People are not buying tech. They are buying what the tech will do. (Or the promise of what it will do.)
They do not buy logically. They buy based on the story they tell themselves. That story can be affected by the Story we tell them. If it is compelling enough and if it is about THEM.
Stop thinking Tech and features; start thinking about the Customer.
The CX – the Customer Experience – will end up being the determination of profit. A great CX from ink to second bill will reduce churn, increase LCV, and make the company more profitable.
CX that includes user adoption and continued training means that the customer will be using the features, and switching will be harder. And they will likely buy more services from you.
To do that we have to put the Customer first in each step of the sales process and in each step of the implementation process.
I am tired of hearing about policy and standard intervals, etc. The customer only cares about when and how. That’s what companies need to be focused on too. Less policy, more clear communications to the customer that are two-way.
Until then, it will be features and price and churn and unhappy customers.