Define your business not by its product, processes, or services, but by what it does for people that they value. It is part of being a customer experience leader.
By Jeofrey Bean
Imprivata is a medical specialist information technology company. Its main market is hospitals, but its business extends to banking, energy, and government.
Imprivata provides authentication and access management, secure communications, and clinical workflow. These are their products and services. But you won’t see a mention of that under the “What We Do” tab on the website
That’s where you’ll find what they do for customers: “Imprivata improves provider productivity for better focus on patient experience” followed by details of how they help with some selected measures as examples.
The impact of being clear about what you do for your customers can not be underestimated. From service and message development to what the customer actually experiences in service and support.
Imprivata is not defining itself by the services it provides today. That could change quickly based on numerous factors like regulation, technology, treatment discoveries and competition. But the need for improved productivity and focus on patient care is unlikely to ever go out of style.
Square, the company that easily converts smartphones and tablets into credit card taking devices, defines what its product and services do for each of the small business markets it serves. Review some of these on the business types tab at Squareup.com.
Ask at least 10 people inside your company two questions: What business are we in? Then, what do we do for customers that they want to pay for? Compare the answers. Ask existing customers the same two questions. Do the same for potential customers. Listen and compare the answers. Look at the actual words people use. Be as objective as possible. Boil them down to the patterns and essence. You may be surprised by what you find. That’s helping to define your company, messages and fine-tune service development.
Let’s meet here next month when we will continue the discovery of what makes the best in customer experience leadership.
Reference Links
Jeof’s web site and e-mail address
http://www.delmarresearch.com/
[email protected]
Jeofrey Bean keynote speaker highlights (3 minute video)
http://www.delmarresearch.com/speaker/
Jeofrey Bean’s Amazon author page
http://www.amazon.com/Jeofrey-Bean/e/B006K2L0XI/ref=dp_byline_cont_book_1
