What matters more – customer innovation or feature replication? Whichever approach is taken, customer experience is paramount

What matters more – customer innovation or feature replication? Whichever approach is taken, customer experience is paramount

Every operator’s B2B service portfolio starts from a different point. You may have an existing solution that needs to be retired, or be launching a completely new offer. Regardless, customer experience, customisation and evolution are key. Here’s why.

What’s your starting point and where do you want to go?

We are often confronted with two seemingly conflicting goals. Sometimes, our customers are challenged to replace an existing solution. In such cases, there’s a strong need to ensure consistency, so feature replication is desired as a way of ensuring that the customer experience is maintained. In other cases, our customers start with a blank template and wish to deliver something new and innovative to their market. In these situations, we can use best practice to deliver something that we know has worked in other markets.

In fact, these seemingly different approaches have two common factors. First, while the end results can be different, in both cases, experience is paramount – it’s just that on the one hand, preserving an experience matters, while on the other creating an entirely new one is key.

Second, a degree of customisation is inevitable. When replacing an existing solution, we have to take time to ensure that the fit is as close as possible, which means adapting to the current environment while also taking into account future evolution requirements. Similarly, when starting from scratch, we need to work to ensure a fit with the local market and network, while ensuring clear separation from any competitive offers that may be available.

A common approach to both challenges

Of course, there’s often a good deal more work to be done in replacing an existing solution – for example, converging other functions that may also reside on legacy platforms, so that our customer can benefit from consolidation and OPEX reduction opportunities. Happily, our service framework supports both approaches.

That’s because we use common modules, backed by highly-granular customisation tools that enable us to tune every delivery to specific situations and requirements. So, whether one case is new, or another is a replacement, or if a third is a hybrid, we can provide the necessary tuning in each case.

This really matters, because while both feature replication and innovation are key and legitimate aims, the real outcome that our customers need to secure is an outstanding experience for their own B2B customers.

The need to keep evolving experiences

The resulting experiences may be different (building on what you have vs creating something new) but they are both hugely important when considering and measuring the overall success of the necessary investment. And, wherever you start from, you also need to know you can evolve, so that must be baked into the deliveries from the outset – because customer experience must also evolve, as user needs and market conditions change.

In fact, this is something that is often overlooked. Too many B2B solutions are just the same as any other – they do not provide scope for adaptation to local needs and requirements, and the unique dynamics of a particular market.

So, if you want to deliver a better customer experience, whether by replacing a legacy platform or launching an entirely new offer, you also need the capability to evolve. That’s what we offer – enabling you to provide the experience your customers want – backed by the innovation and replication you require.

B2B Services, B2B Customers, Customer Experience Management, OPEX, customer experience

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