Trust, Bad Plumbing, and Technology

We spent several days recently in Denver speaking with prospects, partners and one of our larger clients.

The focus of course was on Conferencing, On-line Meetings and Virtual Events. Our partners told us how their newest offering had additional features that clients needed and wanted. Our prospects told us how their web conferencing technology was giving them fits. Our client told us that the meeting technology we’ve been successfully supporting them with could not be used for a particular meeting because the presenter could not use a technology of one of her competitors – (as in Cisco’s everywhere).
About this same time in Minneapolis, my wife and I bought a new home; a slightly used 1932 Tudor. Plumbing was sure to be an issue as in “honey, water is filling up the basement”. We wanted to establish an ongoing relationship with a local plumber but what do we look for? Certainly the plumber needed to be bonded, licensed and have experience with older homes. But doesn’t that fit pretty much every plumber who sets up shop in the city.

Where’s the differentiator? Enter the couple who sold us the house – who coincidently live across the street and have done so since the 70’s. They had a long list of craftsman that they’ve worked with in the area for years. They spoke highly of service, of the response, about sticking with a problem until it’s fixed. Yes they were references giving testimonials but what they were talking about was trust; about the human aspect of the plumbing; nothing about pipes or elbows or copper; just conversations about people.

Back to Denver. It occurred to me that the partners we choose to team with will be chosen not because of pricing or a latest feature – sooner than later a competitor will have the same price and the same tool – but because the partner is committed to service, sticking with a customer challenge until it’s overcome. Our prospects complaints will not be fixed by the next best technology - although solid technology is a good starting point - but by solving the procedural and application challenges BEFORE the meeting takes place will help them shine. Our client requiring a different technical solution is not worried about the efficacy of a tool but about human perception and how she’ll be viewed by her colleagues and superiors if the name of her competitors shows up on a slide.

What really matters in the web conferencing and virtual worlds is the same as what matters in the physical world. People helping people achieve their goals and digging in to get it right. Whether the results are a successful on-line marketing meeting with jobs on the line or a plain old hot shower that just feels good - in the end it’s all about trustworthiness – a very non-technical term.