August 10, 2009

Enterprise 2.0 and the Attention to the Details

Last week, we took our annual trip to the beach where we usually end up patronizing small businesses. Small towns, especially beach towns, promote small business to drive the local economy. This trip I took special notice of some of the elements that make these businesses so special and then asked myself, could these apply to an Enterprise 2.0 implementation. Over the next few days or weeks, I want to summarize these observations and how we have handled these for our implementation.

Disney perfected the attention to details concept that most companies try to match but its smaller companies that seem to come up with the most innovative and focused ideas. One night we decided to dine at the Fisherman's Wharf that is located in Destin, FL. Just over the bridge from Fort Walton Beach. The restaurant is located on the bay which offers great views of the sunset. The walls are decorated with old photographs of fishing events and salty sea captains. They even integrate the photo into the menu along with other local interests. There are no pirate hats but a giant aquarium provides entertainment for the children. When you are done with dinner you can easily walk down to the docks and watch the deep sea fishing boats come in. Great food and location don't always make a winning combination. Sometimes it's the attention to the details that make all the difference in the world.

What details do you pay attention to in your Enterprise 2.0 implementation? Maybe you have great software (i.e. Food) and great support from the vendor (i.e. Location), but do you have a successful business? We hear of a few success stories but many more implementations that just flounder in the water. Could it be the devil is in the details after all? The answer lies in your customer interactions and support procedures. Ever been to a restaurant with good food but crappy service? Then you may know how your customers are feeling. I can hear it now; we have a customer engagement form online that's good, right? Yes you do along with 25 different fields of information that have zero explanation. While you may understand the information required, your customers do not. How about a confirmation email or any explanation of what happens next in the process? Do you easily explain the limitations, like storage, or do you bury that information where only the greatest explorer can find it. Does your organization provide the attention to details in the online help, validate the information prior to submission, and provide a human contact?

Most IT people never had to run a real business or spent much time in a customer service role but that doesn't excuse the lack of attention to the details that drive customers to your products and away from the Enterprise 1.0 solutions. We have to move beyond the mentality of build it and they will come. We have to move beyond the consultant speak and arguing what is and is not Enterprise 2.0. In the end, success will be determined by the ROI of the investment which can be directly impacted by the attention to the details.

Posted by Todd at August 10, 2009 7:47 AM

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