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The Practicality of Purchasing an ATS Part 2

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Cost, true value and company culture

(Part two of a three-part series)

In part one of this series, I discussed how to go about conducting a gap analysis to fully understand the current state of your ATS and if shopping around for a new vendor is really what’s needed. Having a good grasp on your current business needs in addition to future needs is one of the first considerations.

Further, I shared some pitfalls to avoid when conducting your business analysis and described some areas where people can misinterpret what resources are needed, and why considering the functionality and options of a new ATS must align with your unique business plans.

How do You Determine True Value?

Current and future value for your business, value for the money paid and value for the end-users should be paramount in the decision-making process.

What to consider as the value will vary from organization to organization. It’s important to ask lots of good questions to understand how the software will mesh with your unique business demands. Ask questions specific to your company’s needs, but general questions about the cost, frequency of software updates, extent of resources needed by your organization to maintain a fully functioning application, how data storage is handled and protected, along with length and terms of the contract should, also, be asked. Additionally, you should know what training is included for the initial rollout, as well as for future updates, product refreshers, new features and training for new users, as well as software changes that address future business objectives. It’s, also, important to understand any configuration or customization you may require, to meet your initial and ongoing business processes, and their associated costs.

No software is of value if the end-users cannot use it in meaningful and productive ways. Technology should enhance the user experience not be an encumbrance, so the human engineering must be in-line with how you need the software to perform. Don’t let the vendor define your needs; it’s okay to compare product feature sets to each other, but it’s most important to compare the product functionality to your requirements to ensure you’re getting the best value for the money. If you analyzed your business at the beginning of the process, you know best as to what your business needs are.

People often over-focus on the appearance of the software. Beneficial functionality and speed are not easy to design but are the backbones of what makes for good, reliable systems. What appears flashy and sparkly in a demo doesn’t always translate into a productive real-world experience for the end-user. Flashy should not be the focus, but consider availability, functionality, and responsiveness as being what’s vital. It’s important that the end-users can use the software, sometimes all day long, without fatigue.

If, at all, possible implement the software you’re considering into production. If you have more than one location, install and use it at one of the sites. If not possible, at least take the time to talk to references – both power users and the managers who do the software purchasing for their business. Questions may vary, but ask the managers if they conducted a business needs analysis at the onset of the process. Ask to know if there were any hidden costs. Knowing how satisfied the end-users are with the software is valuable information. Software review sites such as TrustRadius and Capterra are also great sources of getting crowd-sourced opinions about a product, company, and its people.

It’s, also, important to ask for references from customers that are achieving success. These may be power users who will give you a fair representation of how they use the product, and with that may be able to answer questions relative to your organization.

Company Culture Matters

When evaluating vendors, assess how closely they listen, understand and respond to information about your unique business demands. If the vendor always answers, “yes,” to your questions about functionality, you should be suspicious… no off-the-shelf software will do all you want.

If the vendor is listening and advising on what’s in your company’s best interest, they are taking a customer-centric approach and not just working to meet their own sales goals. Further, ask the vendor to whom they report, is the company privately held or owned and financed by outside investors? Who does management serve, customers or shareholders/investors? What drives their innovation? Customer-driven innovation is, generally, the best because it’s like crowdsourcing. Their responses will alert you to their company structure and indicate where customers fall on the list of priorities and importance. Also, find out what the turnover is on their client roster, as well as turnover with the software vendor’s employees. See what employees are writing about them on sites like Glassdoor.

It goes without saying but understanding how the vendor defines on-going service and support is important. This will help you understand both the advantages, as well as the limitations of their solution – and their customer focus speaks volumes about their own company culture and how well they work with clients.

You need to develop a business partnership with your ATS provider, and any vendor for that matter. A compatible relationship must be built on trust, honest communication, and mutual respect.

Understanding the overall performance and service factors of the potential software system, and its compatibility with your company needs and culture are the keys to successful product selection. Ultimately, the functionality of the vendor’s software should be in-line with your expectations of success for the present and future of your business.

This article is part two in a three-part series. In the next article, I’ll address best practices for implementing your ATS and what’s needed for the care and maintenance of the new software.

6 Things To Make Your Customer Service Standout

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Have you ever heard the saying, “The moment you win a new customer, you begin to lose them?” There’s definite truth to this, but there are simple ways to keep your customers engaged with you, your product and company that can make them long-term partners.

Build a Personal Relationship

One of the biggest engagement factors with clients is how they feel they are perceived and treated by their service provider. So how much do you know about your clients, not only their product issues and concerns, but them personally? Ultimately, people want to deal with people, preferably people they actually like because they have a personal connection. Companies that overly automate their service communications may do this for expedience and in some instances it makes sense, but with this, some of the personalization from a human voice is lost. It doesn’t really give customers a chance to feel appreciated or understood by a fellow human being. Even though we live in a very technology-driven world, most people still prefer to hear the voice of a customer service person on the other end of the phone or to have an attentive live chat on a website.

Additionally, an inviting and friendly voice asking someone about their day shows interest and an effort to connect on the human level, and this is not only always welcome but also helps build a relationship. Also something as small as asking about their day can increase customer satisfaction and all with little effort.

Setting and Managing Expectations

Service reps often fall prey to setting unrealistic expectations because they want to tell customers what they believe they want to hear. But setting unrealistic expectations creates a false stage for what people can expect and if you don’t deliver on what was promised, you can expect to meet with resistance and hostility the next time you speak with your customer. Articulating this in clear terms is a very important responsibility for anyone working in a service capacity. Good communication and timely feedback can give your customers peace of mind, even in the instance when the solution to their problem cannot be fixed in a timely fashion. People prefer to know upfront what can and what cannot be done, but more than that, they want to know they can rely on the expertise, follow-through and sincere interest by the service provider to make inroads on the resolution… this means honest communication about the limitations of what you can do, explaining what resources you will need to bring in to fix the problem, how much time it will take, what might potentially make the resolution stall, and the timing of the subsequent communications they can expect to receive. Also, put yourself in their shoes. Think about the last time you had to call someone to help you with a product or service. Did you get off the phone feeling confident that your problem would be resolved, or that you’re just a voice on the phone with a complaint? Was the explanation of how to solve the problem reasonable or just words to end the call more quickly?

Keep in mind, following up with customers is another essential aspect of setting expectations. No one wants to feel snubbed and that their issue has fallen through a crack. Even under circumstances when the service rep assumes a problem is solved, they need to regroup with the customer to ensure that the problem has, indeed, been solved and the customer is satisfied. This is where good communication skills are called into play. When working with clients, gaining their trust and confidence can work in your favor as you assist them during the service experience. Some problems are a quick fix and others will take time to investigate and resolve. Communicating this to customers helps them to better understand what to expect and doesn’t leave them feeling in the dark.

Own Your Mistakes

One of the worse things any business can do is not accept responsibility for errors, or worse misdirect the error back to the client as something they did wrong. Customers don’t like mistakes… no one does, but when people know there is a human being on the other end who is taking ownership of the problem, it becomes a much more tolerable situation. Taking the time to forge relationships with customers means you are much more likely to be dealing with an understanding customer when inevitable issues arise. Knowing this, companies need to take the necessary steps to ensure their frontline service providers are empowered with the authority to take responsibility. For these employees that are customer-facing, being able to solve problems empathetically, and with swift and confident determination not only assures your customers that they are in competent hands, but also empowers your employees to go the extra mile… and this includes having the confidence to say, “I don’t know, but will find out,” as part of the resolution process. This response, also, requires confidence and faith in your employees to know they can do this if the problem cannot be corrected at the moment they are interacting with the customer.

Bending Over Backwards

Have you ever experienced working with a customer service rep that pulled out all the stops to help you? If you’ve been lucky, you can say, “yes,” to this. Those of us who have, know we’ve been considered a priority and our problem is the only thing that is in the spotlight to receive attention. It’s abundantly obvious when customers are made to feel important and it’s also obvious when customer service representatives are bothered or annoyed by the interruption of a customer’s request for help. Getting the brush-off when the interaction is face-to-face or being rushed off the phone is not an effective way to engender oneself with a customer. In a survey conducted by help desk software developer Help Scout, they found poor service delivery not only affects a company’s ability to satisfy their customers’ needs, but not surprisingly affects a company’s bottom line.

Respect Their Time

Time is a commodity of which we all wish we had more. In today’s world we are all called upon to do more with less and with that want our time observed and respected. In regards to service delivery, this means giving customers your undivided attention and listening to understand and not just to respond in some obligatory way. If your company is organized to deliver service via the phone, you need to be attentive to the customer on the other end of the phone and not scanning emails, or preoccupied with other work sitting on your desk. People can “sense” when their time is being wasted and may either get angry at the lack of concern or worse, the customer ends the call before their issue has been addressed and resolved. With this later action, some form of retribution may be sought out by the customer, so be prepared to deal with backlash.

Loyalty is a Two-way Street

Most consumers will stay with a brand or service provider for the long-term, if they have received the service they expect, and are consistently shown the value of their patronage with honest, personal and timely service and follow-up. (Further, they may in turn express their satisfaction by acting as a referral source for your company.) Keep in mind, it takes more than treating people as you wish to be treated, it means treating them as they wish to be treated. There is no one size fits all when it comes to working with people, but certain skills like listening to understand, remaining focused on the customer in front of you or with you via the phone, and even remaining attentive when your company website provides a chat option for service, will help you to gain the customers’ confidence in helping them resolve a problem.

Put yourself in the shoes of the customer and image your reaction to how you were last treated by a service provider. Providing great customer service is a skill that not everyone has, but is one that a willing and determined person can learn.

Here’s to your next great customer interaction.

photo credit: d_t_vos Week 6 via photopin (license)

How Evolved Are Your Customer Relationships?

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“Customer experience is the perception that customers have of all their interactions with an organization. Customer engagement is something different, it’s a behavior and attitude, an outcome of customer experience.” ~ Bruce Temkin

I came across an article in my archives about customer relations that got me considering my own business relationships. The article discussed the differences between customer experience and customer engagement. I forgot what an excellent article this is and how well it explains the difference between the two.

Often times, I find companies proclaim a devout loyalty to customers, which can be unfounded. Customer loyalty is when a strong, and often times, symbiotic relationship exists between the service / product provider and the end-user / customer. There’s an emotional connection… one which goes beyond superficial platitudes, or an acquiesce to continue interacting. What it means is that both parties are invested in each other and gaining an advantage through the relationship. This is positive engagement and that is the mark of an astute and usually successful company.

Enter Technology

The digital age has changed many things, including the way companies and customers interact. When customers are engaged, they will provide (unsolicited) testimonials, tweet appreciation, post comments about positive interactions and gladly acknowledge the company / service provider. The venues are many and the dissemination of their acknowledgements are, often times, instantaneous. For the organizations that “walk the talk” for service, this immediate recognition is a blessing. However, for the companies that provide only lip service, these customer responses can be highly detrimental especially with social media amplifying these vitriolic messages with speed.

Walk a Mile in Their Shoes

To truly understand the customer experience, companies need to delve into understanding customer expectations and set them appropriately. Even if a customer is new to an organization, this person will come into the relationship with a subconscious expectation of how they want to be treated, what will be considered satisfaction with the end-result, how the quality of the service or product is delivered, the simplicity or difficulty of the interaction, and how this experience compares to that of equal or similar products and services. Of course these perceptions are based on each person’s individual history, but in general, many people will agree on what is a bad service experience versus a good one.

Is Price Really the Reason?

The one thing that many customers and companies easily confuse is mistaking price for value. Though price is a factor in the purchasing decision, it’s not the main reason why people buy. This is why online sites like eBay do so well. People are bidding for items they deem as valuable with the intention to purchase based on their reality of value. This reality of value is where companies have an opportunity to get aligned with the consumer. This understanding allows companies to position themselves and their products / services to an audience in the market for their wares. In this instance, the organization’s value proposition is congruous with the consumer’s view of value, which better allows the customer to believe the price is indicative of the value for the item they desire.

Keep in mind, there are consumers who believe they can always have the best quality for the lowest price. These individuals have not evolved in their understanding of what value and price mean and how they are two separate things. They are a tougher sell and will require more education, a more in-depth series of questions to understand their motivation, and they need time to comprehend why and how your product / service is of value, regardless of the cost. Customers who lose sight of why they want to purchase something and only focus on getting the lowest cost can become a service nightmare after the sale. They haven’t listened well as their focus was strictly on price, and subsequently they may require more time and energy after the sale, which can be costly. Keep in mind, your time is part of the equation and with that has a value associated with the transaction. Selling at any cost can be a losing proposition for the service provider, as profits can be negatively affected, as well as your brand reputation. Carefully weighing the pros and cons in this instance is highly recommended and don’t be afraid to walk away from prospects who maintain a myopic focus on one thing… the price.

Everyone Needs to Understand Value

It’s important for the company and those selling to fully understand and appreciate the value of the service and product being offered. Articulating the benefits is a must for successful comprehension to occur. When companies can explain the benefits of their products and services, a door opens to a more in-depth engagement. Likewise, the buyer is reassured in knowing this understanding exists so the reality of value is easier for them to understand and to move forward with a purchase. Companies that understand their value proposition and know how to position their products and services to trigger appeal have made the commitment to evolve their customers’ experiences to a higher level of engagement in the relationship. This is where the win-win situation happens.

Engagement Create Advocates

The multitude of advertising venues available today is endless. Yet all these venues cannot compare to one singular form of marketing… promotion by word-of-mouth. Testimonials and endorsements are by-and-large the bellwether of customer satisfaction and impending engagement. According to one source, 90% of consumers will look at reviews prior to interacting with a company. Testimonials and endorsements allow engaged customers to promote and advance the value of your product / service because they deem the value to be in direct relation to the price they paid. This sweet spot is when you know the company’s value proposition and customers’ reality of value meet at the center of the interlocking circles. This is, also, where engagement flourishes and the customer relationship needs continual nurturing. This attention will encourage customer engagement to endure and grow, all the while an infusion of new customers begin interacting with your product / service

Though both have value, customer experience and customer engagement are two separate interactions. Engagement is the by-product of a well-managed relationship and one that all companies strive to attain. It’s the win-win and the most beneficial to both parties. Elevating your customer interactions should be a goal and one that is part of your company’s value statement. Engagement will always beat out experience.

photo credit:  Consumers via photopin (license)

Lou Imbriano "Turns Customers Into Fans" His New Book

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Let’s be honest. Some leaders make a difference, and some leaders just take up space. Lou Imbriano is definitely one of the former. As we well know leaders comes in a variety of personality flavors. As CMO of the New England Patriots, and now as CEO of TrinityOne, Lou has brought career passion and flair to sports marketing in one of the biggest sports towns around right here in Beantown.

As a valued friend of mine, Lou has brought richness and depth to what could have been just another business acquaintance. And I’m thrilled he’s asked me to read and comment on his newest effort. He is definitely a one of a kind personality and he brings new meaning to the idea of a 3 hour Italian lunch for the bonus round. I’m lucky to have experienced this with him recently. Dining as sport and art. Big smiles.

Anyone who believes in the power of your brand and the importance of social media to business development and leadership will be glad to hear Lou has distilled his wisdom into a book. Winning the Customer is like Lou, only it’s a book – larger than life personality, better and smarter than the competition. Lou understands how to turn customers into fans of a brand

In ‘Winning the Customer’ he shares his philosophy with us – why every customer relationship has an architecture, a structure, that moves the interaction between customer and brand from a transaction to a relationship. Transactions are one-time events; a relationship is a long-running transaction with many opportunities for interaction, engagement, enrichment and results.

If you’re a marketer, it’s a must read. If you’re a student of leadership and human nature it’s a must read. If you’re impatient and can’t wait for Lou to sign your copy, tune in tonight to #LeadershipChat Leadership Chat tonight from 8-9pm ET+ on Twitter where Lou and I will chat about the concepts in the book. See you there!

Lou’s book gives a lot of the practical advice needed to establish yourself as a leader in customer relations, which also ties nicely with this week’s #TChat World of Work topic: “What are some best practices for finding, training, developing and learning leadership?” Be sure and join us tomorrow, Wednesday 9/21/2011 at our usual from 7:00p to 8:00p ET, 6:00p to 7:00p CT, and 4:00p to 5:00p PT for a dynamic conversation exploring this important question. See you there!