I’ve been changing a lot of the technology in my life. I upgraded my laptop with the new Windows operating system, my cell phone, and I’ve changed my corporate email account – all in a period of four weeks.
These upgrades have been filled with excitement over new features but also the frustration of learning new ways of working. Over the last few weeks, I’ve received emails that have huge buttons indicating if I click, I’ll get to check out the new features and functionality only to be let down when I click and the link takes me to something totally different. I was so excited about using some online meeting functionality that when the link failed to take me to anything related to an online meeting and I couldn’t figure out how to navigate to the functionality, I asked a colleague to figure it out. He spent about an hour looking for it and he was also at a loss.
I’ve been in technology for a long time. Granted, I’ve been in leadership or consulting for fifteen years but I’m still somewhat tech savvy. If I can’t find some of the functionality or settings that are cited by major vendors, how can someone without a technology background stand a chance?
My recent experience provided me with some great examples of how technologists and technology companies can become closer to the technology than their customer. They lose site of the customer’s objectives and the overall experience.
To everyone in the tech field, please review your customer’s objectives throughout the service lifecycle and seek feedback from uninvolved, non-technical resources prior to sending out your marketing material, technical manuals, service level documents, customer notifications, or other customer facing material. Take the time to ensure that you aren’t too close to the technology, the situation, and the material. The feedback you gain will be invaluable to ensuring alignment with the customer’s needs and providing a positive customer experience.