Elevating to Premium Markets: Explaining Why Superior Products Simply Don't Suffice for Corporate Customers Alone
When aspiring to serve mid-sized enterprises and large corporate clients, a software company cannot merely focus on product innovation. While a superior product is indeed crucial, exceptional service and support are equally vital to secure and maintain large clients.
A tech company's product can capture attention, but longevity in the enterprise world requires more than just a good product. Big businesses demand a comprehensive package that includes top-notch service and support. Companies with average products but exceptional service and support are more likely to prevail in the market.
The Significance of Superior Service and Support
For large corporations, the total experience matters most. They require service and support that extend beyond just fixing issues. Companies with inferior products but exceptional service and support tend to gain an edge in the market. Many products come with superfluous features that are hardly utilized. When core features are compared, few truly stand out. Service can make the difference.
Essential Elements for Superior Service and Support
Quality Account Management and Regular Check-Ins
Adept account management is essential. Schedule quarterly reviews with your clients to discuss what works, what doesn't, and what has been accomplished. These meetings demonstrate your commitment to their success and help you stay proactive about potential issues.
Management of Multiple Deployment Locations
Large companies commonly possess numerous locations. Be prepared to support these diverse deployments by assisting their IT and operations teams with their setups or offering full-service deployment solutions.
Clear Service Level Agreements (SLAs)
Crystal clear SLAs are indispensable. Clients need to know what service level to expect, and you need to deliver on those commitments. Keep track of your performance against these SLAs and discuss these metrics during your quarterly reviews to maintain transparency and foster trust. Share objective metrics with CIOs about your service frequency.
Involving Clients in Product Development
Large clients often desire to be privy to your product development roadmap and have some input in it. To grant them this access:
- Custom Development: Design custom features or functionalities to address a client's specific needs.
- Priority Features: Ensure important features for key clients receive priority in your development schedule.
- Feedback Channels: Set up channels for clients to provide feedback on features and functionality, ensuring their input shapes the product's future.
Conclusion
Stepping up to serve mid-sized enterprises and large corporations necessitates a shift in focus beyond product innovation. By offering solid account management, transparent SLAs, and client involvement in product development, you can successfully transition to catering to larger enterprises and thrive in this new arena.
Investing in these areas not only assists in maintaining current clients but also attracts new ones, setting you up for sustained growth and success as you expand to serve larger enterprises.
In the competitive enterprise market, exceptional service and support can set a tech company apart, even if its product is average. By prioritizing quality account management, managing multiple deployment locations, and maintaining clear service level agreements, a company can deliver better services to large corporations. Additionally, involving clients in product development can foster trust and enhance product relevance, effectively catering to larger enterprise needs.
