Customers, Practical examples

A good customer experience performance for sales at financial area

May 7, 2018

This article was written by me, Eduardo Diederichsen and Felipe Lindenmeyer. Me and Eduardo are managers of ilegra’s Software Development area, and Felipe is a senior account manager. We all are connected daily to clients demands.

 

Daily we do negotiate with a lot of clients. The hardest part is not giving them a price or conducting a good presentation with beautiful slides speaking buzz words. The hardest part is to identify if the potencial clients have a challenge for real and how its challenge can be approached by our company’s potential, language, market vision, and etc. When we find that out, that client will deserve our deep focus to make a good understanding and offer something that fits perfectly to its needs, even if he doesn’t understands it, but then try helping him understand it.

 

The experience

But what makes a experience as perfect as it must be so a client with sign the new contract? Impossible to tell because who buy from anyone is people. People lay on different things to evaluate their experiences everywhere, giving more weight to different points based on their personality and the influences they had during their whole life.

 

The scenario

This recent new client had a complete journey from the very beginning contact to signing a contract held by themselves in many companies. At the end he decided to buy from us.

The client scenario

It is a client from financial area, so he knows the financial area customers in Brazil are very demanding regarding the whole UX and the products flexibility. Brazil is the country with most developed User eXperience demand in entire world, so the competition and investments here are huge.

First contacts

What happened: the first contact happened in a casual party, not related to work. The subject on the crowd turned to work. We explored very briefly few examples of how we are helping some important companies in Brazil to be in front of their competitors. What really happened: The attention was caught and visit cards were given. Few days later they asked a meeting to talk about our portfolio and get to know their requirements and concerns.

The meeting

What happened: it happened at customer’s facilities. The goal was, as they asked, to talk about few scenarios we’ve been working and the opportunities we identify and foresee as experts at the market. What really happened: they understood we had the knowledge to be their partners and if they count on us they would have oppinions of a specialist in their market. So the next step will be send a proposal and everybody celebrates? Yes, but not so fast.

The challenges
  • FIRST! What happened: they are a very conservative Brazilian firm which still isn’t enrolled to digital transformation practices and doesn’t even want to get to. We are very used to work based on agile methodologies, Lean approaches, testing and discarding losses very quickly. They wanted everything predictable with very clear goals and steps. What really happened: they understood that their competitors don’t work in that way anymore and that working that way they would still be left behind in the competition scenario. Then we reached a mix of practices that would give them part of the control they were asking but giving the project part of the freedom that kind of work needs.
  • SECOND! What happened: they told us they wanted to be in front of their competitors knowing how much it would cost and how many time would take. Well, if I knew that, I would be one of the competitors. And that’s where the Lean and experimenting mindset gets the attention. The startsups bothering giant industries don’t have this kind of answers. They won’t have it too. What really happened: we decided to go for a first deliverable (We can call it an MVP) and a further evaluation after that to redesign the plans.
  • When things got warm: What happened: we had the steps above but it was taking too long for a decision and things got warm (bad news). Our decision was to invite them to come to our company’s headquarters to see with their own eyes everything we were discussing. They really got impressed with our office because it’s designed to give freedom to people think and innovate. This was a key step because they spoke to people who would actually work with their project. What really happened: the deal got hot again.

 

What is faced differently by everyone

There are a lot of subjective things in the explanation of the sentences above. I’m not exploring their body language, neither ours. I’m not exploring the sentences we told each other and how did we look during the meetings. So, I’m not telling how we created empathy here. Let’s get to things close to that.

The client scenario

Some companies can be afraid of innovate. It’s a whole new scenario. People fear the unknown. They don’t know what is coming and then they get afraid and just stop. For other companies, the unknown is exciting and they know from there the innovation will come. They will seek for it as a routine.

First contacts

Since it happened in a social event, the thing was easier. The focus was not evaluation. The empathy came easily because we spoke about our cases in a brief (not moving the whole night focus to work only) and humble way. If we were too thirsty about their needs it could turn into something boring and we could lose that guy’s attention.

The meeting

The meeting was all about showing our capabilities. With that being flexible to understand their concerns about models and what we were proposing. At that time we invested some time explaining and desmistifiyng software development practices like Dojos, Meetups, team management models, our concerns about quality (A/B Testing, Chaos testing, etc). And at that time a big thing happened: the empathy with one of the guys was so huge, he found so many value, that he started defending some of the approaches to the sponsors in a very enthusiastic way.

The problems

We had to use a lot of knowledge to tell them the differences between the way they were approaching the problem and where we see the market moving to. It was hard work to understand how they treat projects and mix it to a reality we could work being sure we would reach the results both of us were hoping regarding the new partnership. But the biggest step taken was the use of the experimentation mindset to go for the first phase. They wanted to give a shot at our suggested model. That’s the chance we had to keep things going well so we would build more trust.

When things got warm

It was the dangerous part. Calling and bothering client’s patience wouldn’t have been the efficient approach. Bringing them to a controlled environment was a good move. Sometimes people don’t get everything you say when you are presenting something. You will have to repeat it in order to get the perfect moment where your explanation will make sense to them and then their attention and interest will be caught.

 

Being more generalist here with a few more examples

One customer may like to hear to most recent buzz words all pronounced in english. Another client, coming from countryside may not like it because he thinks it’s something for bigger companies. The proposal: one customer may prefer a document with a set of beautiful images in a more abstract way. Another customer may prefer to receive a one page document getting straight to the point using just text. It’s unpredictable.

 

Good! How can I learn with this scenario?

The CX (Customer eXperience) gets more challenging to achieve when we are talking about B2B or B2B2C offers. When you have a B2C scenario you probably will have one person at the edge who you have to please with your offer and your advantages. It’s easier to ask him: “hey, did you like this new feature?”. Getting back to B2B or B2B2C the variables are countless, since you will have to deal with many people from the very beginning of the negotiation until reaching the final contract signed.

 

How to attack that efficiently?

Short answer: be interested. Long answer: keep the knowledge with people involved, get experience, and be interested about evolving in the process and the learned lessons. Try to understand things about body language and psychology, do know the one who is buying from you. Does that guy writes publicly? Does he give speeches? What is he speaking/writing/reading/hearing/studying that you can take in count to set up a moment for a fast approach?

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