Lost in Translation: Instead The Power of Talking Benefits

translation

Have you noticed that sometimes consultants (and other IT colleagues such as sales reps) appear to have communication with clients that just seems to “miss”? Sometimes it even appears that they are speaking different languages.

The IT folks may be talking proudly about things like “software product features” that represent years and millions of dollars of investment – so they have a right to be proud!

However, their clients (or prospective clients) speak the language of what are the benefits or outcomes which they will experience.

Such outcomes or desired future state can vary by different industries but have some common characteristics. The following is a sample list of benefits for a few different industries, and they are categorised by people, processes and technology:

Utilities

  • People:
    • Timely and complete information for management decision-making which drives Executive and Management satisfaction and confidence.
    • Timely application and switching of retailers by customers which drives high customer satisfaction.
    • Timely and accurate billing which drives high customer satisfaction.
  • Processes:
    • Streamlined processes allowing timely incorporation of new retailers, entry and exit of customers and timely compliance to new regulations.
  • Technology
    • A technology platform which is scalable allowing more timely creation of new customers and new suppliers while providing overall lower-cost of ownership.
    • A technology platform that provides timely and comprehensive data analytics that allows deep and predictive understanding of customers driving improved customer satisfaction.

Retail

  • People:
    • High Team Member/staff satisfaction due to timely and user-friendly access to information, minimal manual intervention and understanding of customers.
    • Executive and Management high satisfaction due to timely and complete information allowing timely and confident decision-making.
  • Processes:
    • Timely and streamlined processes (e.g. supply chain) allowing more efficiencies, ability to incorporate new suppliers, ability to cross-sell across brands, ability to leverage client information, e.g. via loyalty programs, and customer satisfaction.
  • Technology
    • A technology platform which is scalable allowing more timely creation of new businesses/brands, customers and new suppliers while providing overall lower-cost of ownership.
    • A technology platform that provides timely and comprehensive data analytics that allows deep and predictive understanding of customers driving improved customer satisfaction.

Health/Hospitals

  • People:
    • Achievement of globally benchmarked low Patient Safety incidents, e.g. reduced number of incidents regarding mis-use of medication, allowing timely achievement of globally-recognised certification.
    • Substantial time able to be spent by physician with patient due to less administrative work, which drives high patient satisfaction
    • Satisfaction of hospital staff (including physicians and nurses) due to improved efficiencies and ease of use (e.g. graphical display of information).
  • Processes:
    • Patient delivery service processes streamlined and optimised, eliminating extra steps, improving efficiencies and allowing more timely and efficient service delivery.
  • Technology
    • A technology platform that provides timely and comprehensive data analytics that allows deep and predictive understanding of patients driving improved service delivery, understanding of hospital profitability and patient satisfaction.
    • A technology platform that provides timely and easy access to complete patient medical records allowing more complete and timely client services.

So, what does this mean?

It means that consultants and IT colleagues need to “speak the language of benefits and outcomes” instead of product features.

By doing so, there will be alignment in communication and less incidents of “lost in translation”.

The communication will be complete and result in true understanding, will allow the correct positioning of products and services and will result in more “win-win” outcomes!

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About addedval

Ken's journey has been as a pathfinder who seeks out opportunities for making a real difference to global teams working together effectively and realising amazing business results. This covers his work as a Partner for a major management consulting company in multiple countries, as an entrepreneur with starting and selling various businesses, as a property developer and capital raiser and as head of various boutique consultancies.
This entry was posted in Business, Collaboration, Portfolio Management, Project Management, Strategy, Success, Technology and tagged , , , , , . Bookmark the permalink.

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