The Big 3: Business process, big data and user experience

    There are three keys to the customer kingdom. I like to call them the Big 3. Business process. Big data. User experience. In the age of technology, focus on these three can help you deliver customer success through your product or service.

    We must understand a few things before we can say that we know our customers enough to truly engage the Big 3.

    What they do…more specifically how they do business

    First and foremost we must understand how our customers do business. How do they sell, service and market. All companies sell, service and market. The key is to understand 'how.' The most effective way to do this is to 'ask.'

    Do you know how your customers sell, service and market? All companies do this.

    When was the last time you asked your prospect or customer how they sell, service and market? They want you to ask this. How else would you know what they do and if your product/service is going to work for them?

    Ask your customers these three questions today:

    How do you sell?
    How do you service?
    How do you market?

    The answers are guaranteed to:

    • scare you
    • excite you
    • validate you
    • or all of the above

    Continuing on building this base for the Big 3...

    What they need

    Secondly, what do customers need. Our customers have specific needs. However, we can continue to categorize them into sales, service and marketing. We also know that each of these categories has a leader within every company. This leader is generally the buyer representative for this category and it is this leader’s needs that we must strive to understand. Here we get to answer the 'what.'

    What do sales leaders want?

    • leads --> opportunities
    • manage funnel by stage
    • rep & manager reviews

    What do service leaders want?

    • cases
    • multi-channel support
    • customer engagement

    What do marketing leaders want?


    • campaigns
    • lead disposition
    • campaign  ROI

    Are you listening? What are you saying?


    Third, understanding the voice of the customer. What are they saying? Are you listening? Can you understand their language? Can they understand you? Here is where we answer the 'why.'

    What language do they/you speak? Sales…

    Each customer has a distinct voice. Taking it one level up, depending on who is in the room, each of the sales, service and marketing folks have a language. To serve them better it is best to be able to understand their language.

    • Read  sales, service and marketing books, blogs, etc.
    • Talk to customers  often. Especially about how they 'fill in the blank' and what they need.
    • Think about how your product and service aligns with their voice.

    In order for a product or service to seamlessly and effortlessly allow a sales, service or marketing user to use it well…it must speak their language.

    Striking a balance

    It’s critical to have a balanced approach to working the Big 3. Striking a balance can be tricky and requires putting everything that you learned in the “how, what and why” to work for you to come up with a focused delivery to address the Big 3.

    Business Process. Integrating with your customers’ business processes is a game-changer and necessity to win. Each customer has business processes that address the sales, service and marketing objectives.

    Big Data. Allows our customer to measure/manage their performance by mashing this data with CRM data. No brainer. In a data-driven world, no approach can do without.

    User Experience. Adding value to customer satisfaction through enhancing the user experience. Your customers won’t use your product/service if it does not provide a good user experience.

    What are the bright lights of delight?

    Business Process Integration just works. Anything you do will add some value to increase productivity and efficiency. We want to target low hanging fruit to start with and then go after deeper fish later. The quality of your approach is critical here. Deliver less and targeted, but with evident quality in the workflow you build into your product.

    What are your customers/users doing most? Activities, of course. We all do activities. In the CRM or other tool, activities are the fundamental building block of all high-value results. Make sure your business process integration attacks quality ways of making activities easier, more effective, more efficient and faster.

    Data is the new currency

    How do customers really know they are performing? They don't until they have the data to prove one way or the other. Data is not currency until it transforms into business intelligence. There is only one way to do that.

    Give them the data! Create a mechanism for the customer to get the data out of your system. Another approach is to push the customer data to the system they use, e.g. CRMs. Your data of the customer is not as valuable by itself as it is with the customer’s system of record data. Make sure you can marry those two.

    Give them tools to get knowledge from the data. This is either giving them the business intelligence tool on top of their data or allowing them to leverage native business intelligence tools in their system of record. Either one works. Remember, knowledge gives them power to better themselves.

    Users first! Every time!

    Make it easy and simple to use. Turn your users into rock stars. By ensuring that your product or service is easy to use and simple to understand we enable users to quickly become effective and efficient. Not only at using the tool itself but also at doing the activity that the tool facilitates.

    Refining your touch

    Continue to unify and make transparent your product or service with the customer’s CRM or other product or service.

    For more on this topic you view a recent presentation via slideshare -