Most solution providers are technologists first and marketers, salespeople and business strategists second. Because of this, it’s not surprising that many concentrate on pushing product—and focus solely on how to sell more of it. However, it’s more effective to center your UCC strategy on finding out what a customer needs, what problems they’re having and how to help solve them. The end-user experience plays a vital role in uncovering client needs, solving actual problems and building truly satisfied customers—ones that will lead to repeat and referral business.
This might seem like a simple concept, but it’s not always so easy to put into practice. For example, I recently spoke to a solution provider who shared this story:
“A few years ago, I was working with a large customer and had a huge budget to overhaul their entire UCC architecture. We selected best-in-class video, voice and call center, and collaboration products for them, put it all together and made the solution stable with multiple forms of redundancy. It was top-notch. When all the pieces were installed, we all high-fived and congratulated ourselves. In a short time, an employee commented that the system was really difficult to use and the experience wasn’t great. We chalked their issues up to their lack of knowledge about the system and how to use it. It didn’t take long before the IT director came around with the same comments. We were still hesitant to accept any fault. Eventually, the CIO approached us and we finally accepted that best-in-class products, if not put together properly with the user experience in mind, will not result in the best possible solution.”
Study end-user points
This was an eye-opening turning point for this solution provider. Today, that solution provider still sells best-in-class solutions, but goes about building them differently. New implementations call for thorough and exhaustive user profiling. When dealing with existing systems and processes, customer journey maps are built to gauge end-user emotions throughout their workflow. This helps identify frustration points which can then be turned into a prioritized list of how to improve experiences with technology.
Ease user frustration with UCC automation
For example, imagine a dispatcher gets 25 calls a day that requires conferencing in the same group of people. If this can be identified pre-implementation, the solution can be automated to help the user. Additionally, when stock levels get low in a warehouse, someone has to schedule a meeting with the right people to discuss next steps. The UCC system can look at the attendees’ calendars, pick a time everyone is available, and auto-schedule a meeting.
Every solution provider can implement systems. What differentiates you is what you do pre- and post-implementation. Adapting your process to incorporate the cycle of EVALUATE –> PLAN —> IMPLEMENT —> EVALUATE will help you thoroughly understand your customer needs, perform the installation and then check in with the users to ensure that those needs are met. If you want return customers and referral business, keeping the customer experience top of mind is critical.