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I was reminded recently, that many businesses are built on the trust they have established with their customers. While there are many ways to develop this ‘trust’, we know that in today's world it's the technology that will influence how a person develops trust in a business. And we can point to numerous examples and anecdotes of how this is the case.
A business uses technology today for numerous customer-facing transactions. This includes:
communications via email, web, chat or VoIP phone,
online payment of bills and invoices,
auto-confirming appointments,
online ordering and tracking,
retail bar code scanners,
medical & dental devices,
POS systems at restaurants (like the now ubiquitous Toast),
online conference room capabilities (Zoom, Teams, etc.),
credit card readers, and…
so much more.
Customers now expect businesses to provide these technology solutions and the bar continues to rise.
Take for example, dental offices and medical practices that rely on technology to provide a good patient experience. All use medical practice management software, interface with insurance providers, and schedule and confirm appointments. Then there’s the radiology systems, scanners and sensors that all integrate with the electronic medical records software. If any fail to perform, it can negatively impact the patient’s perception of the practice.
This applies to any business that is dependent upon creating a positive experience for their customer, client or patient.
The experience customers, client and patients have when using your technology contributes to how much trust they will develop in your business. The key is to create a positive experience every time a customer interfaces with your business and your technology solutions.
Just think about your own experiences and frustrations when encountering technology that is not working, slow or inconsistent in performance. How does that impact your impression of the business? And then compare to a business whose technology is seamless and convenient. Even if the two companies are identical in what they do, it’s apparent that the business with the better technology will generally grow more and be more profitable.
The bonus is that if customers are delighted with your service or product and trust you, it’s well established that they will tell their friends and others. We all know that referrals are the best source for gaining new clients and new patients.
Of course, the opposite could occur if technology fails in any of the above stated scenarios, as it’s likely that the customer, client or patient will have a negative experience. Accumulated negative experiences can generate turnover in your customer base, which is why it’s so important to keep up with the technology demands of your business.
That’s why making investments in technology should be weighed against the positive impact it will have on your business. And consider the potential negative impact of not making these technology investments.
If you’re a business that depends on building trust in your customers, then it’s pretty clear you will want to continue to invest in technology.
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Need help with establishing or improving your technology? RIATA can help you understand your needs and provide the guidance and support to implement and maintain. We work with your industry vendors and provide a coordinated support plan to always keep your technology working as advertised.
Contact us to learn more about our assessment process that will help identify and pinpoint those areas of technology that need improvement. Your customers, clients and patients will be very glad you did.
About the Author: Tommy Wald is CEO of RIATA Technologies, a full-service IT provider located in Austin, TX. He can be reached at TWald@RiataTechnologies.com.