Technology companies often focus on their products and leave service levels far behind. They rely on shiny objects and whiz-bang features to sell products. Companies that lead with technology often forget that the result of customer interaction isn’t the technology – it’s how the customer feels using it. At fusionZONE, we strive to be Deliberately Different by asking, “How did this make them feel?”. We ask this question at every client interaction, underpinning every product we design and release. Our focus is on the client experience in everything we do.
Perfection is impossible, but caring is not. Did you make your client feel understood? Did you make your client feel appreciated? Did you make your client feel confident? Did you make your client feel empowered? If your client feels cared for, they will likely be a brand ambassador, help you and your team improve, and be a long-term customer. We will always have room to improve the process, training, and tools. Mistakes are inevitable. Ensuring your client feels heard, understood, and senses urgency when an issue arises is critical for a client-centered organization.
One of the legends of the retail automotive industry, Joe Girard, understood this. He made the Guinness Book of World Records for his sales ability. He recognized that how you make the customer feel was the critical piece of the sales process – not just during the sale but after you made the sale. He stayed in touch with customers and took care of service issues when they arose after the sale. As a result of this focus, he banked repeat business year after year. Technology companies have a lot to learn from this approach. Customers expect that you will get decent technology. Honestly, most websites and digital marketing technologies are pretty much the same. What is unexpected is the commitment to service after the sale. That is the actual product.
Innovation at fusionZONE starts with keeping the client in mind. How can we make their experience and the end-user experience better? How can we help our client’s business be more profitable? We are midway through developing a new platform that will transform the dealer website service experience. We are not focused on the next shiny object but on the top prize with targets of four-hour ticket turnarounds, easy content management, lightning-fast speeds, dedicated support teams, and highly qualified leads. Technology is merely a tool to achieve a client’s objective, which certainly helps make their business more successful. But, ultimately, client service – how you made them FEEL using the technology – is the actual product.