How do you help your customers grow?
Ensuring that you can retain and recruit business customers – particularly for voice services – is becoming increasingly hard. Yet it’s essential to your business. The simple truth is that customers are focused on value, not features. Fewer and fewer people understand classical, or legacy terms. You need to speak their language.
B2B growth isn’t about features; it’s about value
Let’s face it, as an operator, you want to grow your B2B business revenues. But while offering better and more attractive services is part of that, another key factor is the growth your customers enjoy. And, if you can help your customers grow, then you can help retain them – building not just more revenue, but longer lasting, dependable revenue.
So, how can you do this? What should you be thinking about? Well, one key thing is to stop thinking about features. Yes, these matter – particularly when preparing an RFP or replacing a legacy solution – but these aren’t necessarily things your customers will understand. They might, if they have a long history of working with solutions such as PBXs, but with so many millennials (and younger!) in the workforce, many of these terms will seem dated, if not a completely different language.
What really counts is value. What can you do for businesses that subscribe to your services? This is the key to the success of leading enterprise services today, so it should be at the core of your offer – both to existing and to potential customers. You have to be able to tell your customers how they will benefit, in terms that are tangible and to which they can relate – just like your peers do across the enterprise software domain.
What does a cloud PBX with mobile native capabilities mean to a business?
In the spirit of which, what does this mean for cloud PBX services? There are values that will apply to all businesses, as well as those that may apply to specific businesses and particular segments. So, the first lesson is to group these, setting out common values and then breaking out those that might be relevant to different kinds of business.
For example, a company of eight people may not have any infrastructure at all. Thus, terms like fixed line replacement or FMC may be of no meaning. If, on the other hand, you talk about collaboration, connecting teams and ensuring calls are delivered fairly between them, you may have a better proposition. Note – no hunting or answer group terminology required. Sure, it’s how it works in practice, but do they care? Probably not.
Next, what if they are a sales organisation? They want to make sure that everyone can be reached, so that no leads are missed. Again, the answer is the same tech, but the message is different: boost sales and ensure you don’t miss calls.
And, if they’re all using mobiles, then they probably move around a bit. Mobile native for nomads – over any network. That sounds a lot better than “integrated with the mobile core”, for example. The solution may well be, but your customers may not really understand what that means.
Similarly, VoIP is all very well, but most calls are VoIP now, so surely, it’s better to focus on the quality and delivery? And so it goes on. People think in terms of value and utility these days. Price may matter but people are more likely to pay for services that help them – and invest in an operator that will also help them to make the most of the capabilities they get.
Educate. Share. Build a relationship
The simple fact is that most people neither know nor care about the hundreds of features that may be included in their services – they just want to use the things that help them and enable them to function more effectively in their roles.
So, that calls for education and to build a relationship that keeps adding value – not only in the traditional way by launching new features, but in helping people to discover things and explore how they can use them. Yes, the product and platform remain central, but that’s probably not what your customers want to hear.
- How can you help them make money?
- How can you help them run their business more efficiently?
- How can you help them to add new workers, or handle temporary staff?
- How can you help them collaborate with customers?
The list goes on. What your customers want to see is that you are a partner to help their business. If you need ideas, then we’re here to help you – with proven solutions that help our customers to achieve all of the above.