Trey’s Take: Stratify Offerings to Satisfy Customer Needs
There was a time, not too long ago, when consumers were clamoring for Swatch watches. Readers of a certain age will remember these colorful little timekeeping baubles as one of the major fashion statements of the mid-1980s. And like most fashion accessories of the era, Swatch watches were garish and overpriced. They were also a status symbol. Kids would wear three or four at a time, which made even less sense when you considered they were all set to the same time and looked even uglier when lined up next to one another.
Flash-forward to now. There are several smartwatches on the market, but fewer designs. Currently, the Apple Watch is a favorite around the office.
There are a few different models and you can customize the watchband, but what makes an Apple Watch unique is how it’s configured. Two people could have the same exact model watch but have them set up with their needs in mind. Does one person just want it to display the time and the other person want it to display time, date and calendar reminders? Does one person need to know the weather? Does the other person want a notification every time the weather changes? You have this one great product that can do so many things, and once you know what it can do you can make it your own.
We’ve come to realize that mindset is similar to the way customers decide how to manage and maintain their Workday system. Up until recently, we had a very fragmented offering when it came to Application Management Services (AMS) for Workday. We offered a lot of different flavors, shapes and sizes. We were the Swatch watch line of AMS offerings.
Over time, we realized that our customers preferred to gravitate into a couple of different bundles. They would either buy ad hoc services to use when they needed assistance, or they’d purchase a premium level choice that provided a broader level of service, but also had all sorts of rules about what was covered and what wasn’t. It was as robust and comprehensive a set of offerings as it was confusing for the customer.
So, we took what we knew, both from our experience supporting Workday technology and servicing our Workday customer user base, and we renovated our AMS product line. What we’re doing now is giving customers a smaller but smarter selection of choices in more rational blocks of purchase, from the ad hoc support customers may want when there’s a new Workday system release, to a more compressive solution where OSV becomes immersed in a more holistic approach to your Workday support needs.
We continue to offer post go-live support services, such as health checks and activities that spot check application configurations, but we now have three levels of application management service: ad hoc support, prime bundles available in different blocks of time, and a more actively managed prime solution where OSV provides Workday application support for several, if not all, core aspects.
Additionally, we are able to supply customers with dedicated teams of Workday Certified Analysts who are experts in Workday application functionality. These teams are able to focus on everything from a customer’s company culture and process needs to organizational requirements and business objectives, allowing them to familiarize themselves with how these things relate to their application configuration, and apply a more strategic and consultative approach to setting up their Workday applications. This simplified, stratified set of offerings is a more carefully considered organization of choices based on our knowledge of how and when customers use our Workday application management services.
Many times, innovation comes in the form of simplifying the overly complicated. This is just one example of how we are adopting new ways to refine our services. We apply our understanding of customer behavior to our product offering and tailor it to their needs and wants.
It’s not always easy, but it is a good way to start improving your customer experience. Pay attention to what the customer wants and give it to them. Even if what they want is to wear four different neon watches on one wrist simultaneously.