Share this content

How technology-out strategies hurt the user

6th Jun 2017
Share this content

Many companies, especially large enterprises, conduct business on a broad, often global scale. Their separate departments are disconnected from other areas of the business, and so too are the various business processes and technology systems that support them. And while these individual systems are considered "must-have" solutions for the business or industry, the combined sum of their parts doesn't fit within a cohesive business strategy.

Instead of trying to unearth the larger, more systemic issues causing difficulties for the business, many companies usually turn to whatever is the latest and greatest technology solution for the problem at hand. Because of this, complex organisations may control dozens of individual software applications or technology solutions to drive processes or solve one-off problems for different lines-of-business, muddying the waters for their internal and external users. When too many systems are in place for any specific department or process, collaboration within or between teams becomes tangled and confusing, with varying ways to address the same problems. Consequently, the customer experience is also hurt, thanks to the company's operational inefficiency and lack of uniformity in their processes.

By trying to solve these one-off problems with siloed initiatives, companies end up with a long list of technology-related invoices and often not too much to show for it. Sure, the implemented technology systems may deliver the desired functionality regarding the specific problem or line-of-business, but they do nothing to address broader issues compromising efficiency and user experience across the organisation.

This is what we call a “technology-out” approach and there are good reasons for abandoning it.

As I said in the last post, the rules of B2B buying and selling have changed, and control of the buyer/seller relationship has been placed securely in the hands of the customer. Accordingly, today’s B2B companies must focus their efforts on building a better user experience for their customers. And that means abandoning the “technology-out” way of thinking.

In order to offer a seamless, pleasurable user experience at all customer interaction points – one similar to the B2C retail experience that today’s buyers have come to expect – today's companies must adopt a more customer-centric approach, and an omnichannel sales strategy, highlighted recently in a Forrester study. They must find ways to address the deeply-ingrained issues that impair the relationships they build and maintain with their customers by committing to the user experience as a core business driver for all technology systems and projects.

With this strategy in place, companies move away from a “technology-out” approach and closer to a “customer-in” way of doing business.

Replies (0)

Please login or register to join the discussion.

There are currently no replies, be the first to post a reply.