This is Part One of a two-part post.
You’ve created a list of questions preparing for your interview with a potential technology provider for your business. You expect to cover the basics, like rates, references, and availability. But asking questions of the potential team only covers half the picture. In a good partnership, both sides ask questions–and working with a technology company to create any part of your business, especially something so central as your website or your product, must function as a partnership.
What you bring to the table is a clear vision for the future of your business, knowledge of your industry, understanding of your customers, and goals for the engagement with the technology service provider.
The technology team or individual brings a complementary set of expertise: knowledge of technologies, tools, and trends, expertise in design and usability techniques, and, most importantly, how to tie your business goals with your technology expectation to address your customer needs within a tenable budget.
But if you’re hiring someone to be more expert than you, how can you determine whether this new partner will fill the need you face and hopefully exceed your expectations? Additionally, how can you ensure that they will take your business as seriously as you do?
The best way to evaluate the knowledge of the technology experts is to listen to the questions they ask you. If they aren’t asking questions, then they may have difficulty ensuring your new website will work as hard as you do for your business. Here are some of the questions you should hear:
1. Do you have a business plan? If your answer to this question is “no,” the replacement question, “What are your business goals?” may fill in some of this same information. Typically a business plan can give your potential partner a good sense of your business goals and objectives, can cover any research you’ve done on competitive analysis, and outline a marketing plan. Reviewing the major parts of a business plan can cover this information more efficiently. If the plan is out of date, working with a technology provider may help you refresh it.
2. Who are your customers? If you answer “everyone” to this question, then you haven’t done the hard work necessary to identify the customer profile of the people most likely to walk through your door, whether a physical door of a brick and mortar facility or the virtual entrance provided by your website. Identifying your customers and prioritizing them (by definition, you can only have one primary customer profile) will help in all aspects of your business, from website design, to marketing, to pricing, to ongoing customer relationship management.
3. What are your products and services? You may find the answer surprising as you may provide more “hidden” services than you thought. For example, business owners often overlook helping customers choose their product as a specific service and instead group these types of tasks under a more unspecified “provide good customer service.” A good technology partner will help you articulate these tasks and draw a good picture of the business to customer interaction. All these specific services can then translate to the functionality of the new technology. For example, helping a customer choose the correct product can come in the form of a Frequently Asked Questions section, or possibly a series of blogs. For more ambitious solutions, such decision support can integrate into the purchase process as customers navigate an e-commerce site.
4. Who are your competitors? In this age of global economies, your competitors may be down the street, in the next town, across the country, or operating out of someone’s kitchen a half a world away. Understanding how these various competitors vie for the mindshare, and ultimately the dollars, of your potential customers should factor into your business strategy for reaching and retaining your customers. Understanding your competitors gives you a better idea of how to position yourself, your business, your products, and your services. An evaluation of what works and doesn’t work for them can give you and your technology partner lots of ideas about your own strategy, not only for the new tools, but possibly for other parts of your business like product placement in a retail space or promotions.
5. Who are your providers and partners? How your tools manage the influx and export of data from and to your suppliers and partners should reflect how you work with these sources. Ideally, the tools should simplify this data process and reduce errors. In a few cases your suppliers and partners may also have technologies they use that you may need to consider in your new solutions. For example, you may be able to link your inventory system directly into an order system from a supplier. For example, if your inventory gets low, your inventory tool could notify you, and an acknowledgement from you could trigger an automatic re-order notification to your supplier. In some cases, suppliers or partner may require a certain level of technology integration. Your potential service provider can help you understand these requirements or opportunities as part of your planned solution.
Those are some brief looks at five of the questions prospective technology service providers should be asking you. In our next blog, we will cover the remaining four questions.