Using IT To Focus On Your Customer

Early on in a B2B organization’s growth, you probably had one or two key customers. Your business was geared solely and completely to focusing on those customers. You focused like a laser beam on their needs, their wants, and their requirements.

However, as we develop more customers and grow our business, we can begin to develop a tendency to focus  inwardly rather than that laser like outward focus on our customers. You can recognize this tendency when people’s job descriptions become so specific on tasks, that there is no mention  of how those tasks affect, improve, or alter the satisfaction of your customer base.

I freely admit, many of these ideas I mention below blur the line between marketing and IT (which is why both those functions should be joined at the hip) but as many growing businesses don’t have full time marketing staff, lets look at some ways that IT can help fill in the gap.

1) Actively monitor what people are saying about you, and about your competitors. Setting up tools such as Google alerts, or Twitter search will alert you to conversations that are happening. These conversations could give you insights on improvements to your offerings that competitors don’t have, or even highlight a prospect who is dissatisfied with a competitive product. Funneling this information through the appropriate parts of your business could be as simple as an e-mail.

2) Actively monitor how people are using, or hoping to use, products such as yours. To do this, ensure that you have set up analytic software on your Web Site, and secondly, using tools such as Google’s Ad-Words key word tool, look at the search queries that people use when looking for tools or solutions in your space.

As an example, in my organizations product space, I was able to identify that the term E-Mail was often used in conjunction with the keywords I was looking at. I can translate little piece of data that into;

Show me products in this space that can send E-Mail for me.

This shows me that having our solutions E-Mail enabled (they are) is something that we should call more attention to in our marketing and Web Site content.

3) For your existing customers, If they order from you every month, is re-ordering a round of faxes and telephone calls? or can IT create a system that allows these orders to be created easily and electronically?

4) Actively record and report on all issues that come in to you via telephone or e-mail. Data that is too often ignored! but if 10 calls a week are about the same concern or issue; what are you waiting for?

The SMB Takeawy

Nothing magical about the above ideas, they boil down to one thing; listening, and responding to what your customer needs.

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Real SMB IT: Web Site Improvements; The Next Step

This post is the next in an intermittent series looking at your web site from a marketing perspective -  When you are not a marketing person!

I introduced this series with this post titled; IT -  In Marketing?,  this is the next post on helping smaller businesses to improve their Web sites at little to no expense.

This series has been looking at real world improvements that don’t require major work or extensive help from experts. Stuff that can be typically done by a smaller business either by themselves, or in some cases just basic tech staff assistance.

In the last post I identified and fixed an issue with how our Web Site is found on the Internet.

For this next stage, I wanted to start working on two more (very) common errors for smaller businesses;

1) You created your Web Site, but then have not updated it in years

2) Your Web Site does not have a Site Map (Full definition of what a Site Map is, and does from Wikipedia)  to improve how people can navigate around your Web Site, and secondly, to assist the Search Engines to index all of the content on your Web Site. NOTE: Two Site Maps are actually required, one human readable and one machine readable, for search engine indexing spiders. I will go into the machine readable type in a later post

Search Engine Spiders!

To get this started, I asked our Web Site Developer to create the human readable Web Code for the Site Map, and the Web Code for a spot where I could add new content in the form of press release type News articles.

I will be looking at improving the core content on each page of the Web Site, but I wanted to get these ‘News’ pieces ready to go first as we have been pretty bad at demonstrating what we have already done successfully for our customers.

Once that framework was created, I wrote our first News content, formatted it and placed it in the container that the Web Developer had created for me.

Keyword Alert: Container or Template!

Don’t forget, my goal is NOT to have to go to developer staff each and every time I need to get each new piece of content added to the site, so I asked that they create a template that basically says; Insert new content here!

I still had to format the content the way that I wished, but did not have to write any ‘code’ to get it working.

So now we have a new site map and some new content on the Web Site. The machine readable Site Map is also there, but it is a little different and worth its own post. It will be a little while before the next search engine visit to index the new stuff, but I will keep watching!

There will be more to come, so stay tuned by getting updates with the RSS icon on the Home Page!

Photo credit scoobymoo via flickr

People, Not Tools

Just a few weeks ago I wrote: Hiring SME IT Leaders; Results or Skills?

Johanna Rothman wrote: People Are Not Tools and says it much better than I did.

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Photo Credit cloois via flickr

My Car 2.0

My car went into the shop for its first service last week. Along with the usual maintenance items, I asked the dealership to check out a little gremlin in how the transmission was shifting gears.

They upgraded the software!

Yup. Software.

The software that controls the engine management system.

As you might have guessed, when I told some friends that my car had to go in for a software upgrade, that drew a few chuckles!

The point of this story?

Technology is embedded in what we do. On both a personal as well as a business level.

We can look nostalgically back at the old days, but what we do with tech will keep marching on. We need to adapt our businesses. We need to ensure that we are leveraging and managing that technology as much as we can. It is simple;

If we don’t in our businesses, another business will.

We can look at 20 years into the past. Can we look 20 years into the future?

Can we know what that will be like?

I can’t. 20 years ago, could we predict cars with GPS, in cabin DVD, Blutooth, adaptive lane control. etc etc?

The only thing I can say for sure is that it will be different. And unless we want to join the lines of buggy whip makers, we will have to keep adjusting, keep changing.

This post was inspired by Frank Reed

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Image Credit purpleslog via flickr

On-line Backup – Speed Bumps

I previously wrote about some of the due diligence questions to look at on looking at hosted, on-line backups.

Michael Krigsman at ZDnet has some personal observations from experience on that very topic.

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Photo Credit gwen via flickr

SPAM Exists, Get Over It

In the “old days”, circa 10 years ago, to avoid E-Mail SPAM you bought anti-spam software and your IT staff would spend hours tweaking the rules that the software used to decide what to block (and what not to block).

These filtering rules got pretty complex, as spammers quickly learned not to use a pure word. You probably have seen SPAM emails with misspellings this in the title; Viagra, V1@gr@, vi@6ra .. you get the idea.

The trick was to build filters that would catch as much of that crap as possible, but without stopping the legitimate e-mail.

Today?

Anti-spam tools now are mature and can be contracted out to service providers for about 2 bucks per person per month. These tools are now mathematically driven and rarely (but still occasionally!) block legitimate e-mail.

The point is; there is no excuse any more for your staff to wade through through hundreds of SPAM emails looking for the few that are not SPAM.

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Published; The Hard Questions For Your Tech Team

Thanks to Jim and Ian, Canadian Business Magazines entrepreneur supplement PROFIT published another article by me on asking the pointed questions that ensure you are getting the most value out of your IT Staff or suppliers

The column is for growing business owners, ‘C’ level execs and managers, and briefly covers;

* How quickly can we fix breakdowns?

* What’s our long-term plan?

* How are we managing our tech spending?

* What will we do if a tech disaster strikes?

* How are we using technology to boost productivity?

The full column is here!

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Is Generation SaaS Here?

Treb Ryan at Sandhill.com posts the argument that this recession may be just the nudge required to push Software as a service (SaaS) over the tipping point of user adoption, possibly leaving installed software packages as a footnote in the history of the Internet.

I easily fit into most of the boxes that Mr. Ryan argues will spell the decline of the old school complex, application architecture.

….expensive, difficult to use, challenging to integrate and complex to install

Check, check, check, and check again!

I know I may sound like a broken record if you have been reading this blog for a while, but for those of us the SME space, there are still a few land mines that we have to beware of.

1) A SaaS provider of ours recently unilaterally changed the terms of our agreement. Will that have an effect on you if it occurs to you?

2) A lot of the providers in the SaaS space, and a lot of the reams of digital ink written about it are still very US-centric. What are the liabilities and jurisdictional risks we need to consider? As an example, if I, as a Canadian business, do business with Cuba – am I liable for a visit by the US Patriot Act police if my data is hosted on a SaaS vendor’s servers in California?

The SMB Takeaway

I am not saying that these are necessarily deal breakers, but a full evaluation of the risks, as well as the benefits are required to calculate if it is the best option for you.

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Real SMB IT: Hardware And That Damn Morning Coffee

Let me paint a picture of two scenarios here, if they have not happened to you yet, buy a lottery ticket, because sooner or later, they will!

Scenario Number 1!

It is too early in the morning, but you manage to pour yourself that coffee, sit down at your desk, and promptly spill that coffee all over your notebook keyboard.

Scenario Number 2!

It is still too early in the morning, you still manage to pour yourself that coffee, power up your computer…. and meet;

a) a black screen
b) a blue screen saying something along the lines of BOOT ERROR KERNEL FAULT IN MPORTDRV.SYS
c) Maniacal laughter as your PC grinds to a digital halt

OK, so number three was exaggerated, but the first two were not!

As an owner or manager of a smaller business, I am sure that your technology service provider set up a server for you. They probably handed some backup tapes to whom ever is sitting closest to the server as well!

But are you actually using that server?

Or are those proposals, invoices, and reports just sitting on each persons computer or notebook?

uh huh??

You probably have most of them on your machine right?

The SMB Takeaway

Your Tech Services provider may have set up your server to back up all your data, but most likely they did not set it up to back up data on every individuals personal computer!

And if your data is not on that server when the coffee meets the notebook keyboard….

Good luck with any data recovery.

Even if you travel a lot and absolutely need your data, every few days make sure that you at least make a copy of it on your server. If your machine dies, at least you have something!

An ounce of prevention….

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Photo Credit cathyse97 via flickr

Hiring SME IT Leaders: Results Or Skills?

As small to medium business Owners or Managers, at some point you realize that the time has come to look for some leadership to take control of your IT  team.

Like most businesses, in your early stages of growth you probably hired your IT staff based on particular skill sets that you needed. Perhaps those skills were with certain Point of Sale systems, database software or email servers, etc.

While skills and experience are critically important when supporting and fixing your existing technology and software tools, that requirement for a particular skill level begins to change as you begin looking for higher levels of IT leadership. Those exact skill sets can become less relevant than business results.

That is not to say that there can be zero technology skills!

As SME managers, we need to wear many hats. That includes your IT managers. We need (‘we’ meaning  business technology leaders) to maintain our technical skills, but we also need to grow the more business results oriented strategic planning, relationship, and project skills.

Skills, Results: Let me paint an example

As a growing business lets imagine that you have reached the point where you have decided that you need to invest in a larger resource planning (ERP) or financial application.

This can be a huge investment, so after many discussions with your peers, and maybe a consultant or two from your local Chamber of Commerce, you think that a particular product will be perfect for you. Lets also assume that those same discussions convinced you that to support this type of technology initiative, you will need to go beyond your current break/fix  tech geeks to a true business technology leader who can be responsible for delivering the value you need for this investment.

Answer this question;

When you call the placement agency, or publish the advertisement, what importance do you think skill with the product you chose should carry in your hiring decision?

The answer is not necessarily much!

Next, lets assume you are now interviewing a few candidates for that IT leadership position.

One particular candidate looks excellent. She has great recommendations, and has successfully implemented ERP or financial software a few times already!

But! she has never used, or even seen that particular ERP or financial vendor’s product that you want to implement. Do you think that matters? Do you write her off the short list?

Here is a tip!

A strong business technology candidate will pick up different software skills easily. Example; I was once flown in to fix a problem with software environments I had never seen before, it was less than two days until I understood enough to fix the issue.

It is the skills to discuss, negotiate and implement the processes behind the software are the harder ones!

Your candidate can demonstrate that he or she has obtained the results that you are looking for several times, it is only because each time she was using products that are competitive to the product you have chosen that you are considering knocking her off the short list.

So in this example, the demonstrated results this candidate can show far outweighs their lack of skill with your chosen software package.

The SMB Takeaway

Skill and experience with a particular product can be critical when you are hiring someone to babysit a particular tool or product, but demonstrated results is the critical metric when you need leadership to provide business benefits from your IT investments.

Hire Well!

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