Today I went to the CeBit Conference in Sydney. Whilst browsing the many exhibitors I came across a startup software developer spruiking their customer relationship management (CRM) solution. There are heaps of CRM solutions out there in the marketplace so I decided to stop and ask what makes this CRM special.
The developer then proceeded to give me the run down on how they had done all the development in Australia, what coding language they had used, how they were going to develop a non-native app in gibberish, gibberish, gibberish…
Call me selfish but this wasn’t the answer I was looking for. To be honest I didn’t care what made his CRM special to him, I wanted to know how it would be special for ME. I didn’t care what it did, I only cared about what it would do for ME.
This is actually a really common problem for people who work in IT departments. The focus to much on what the technology does for them and not enough on what it does that their user actually cares about.
And how do you find out what your user cares about? Well, you have to start a conversation and ask them.