Nor does declaring your company an 'AI Company'.
Or, in the words of Ludacris:
James: Shit man, I got myself a little internet business myself
Willy Beamen: Oh yeah? What's that?
James: cocks gun Robbin', muthafucka
Customers don't care. Investors do. AWS does (or whoever your 'partner' hyperscaler is). Anthropic does (J/K they don't care). I guess they all give you money in one way or another, some in exchange for labor, some in exchange for your soul.
This is very evident when I look at the positioning of some technology consulting companies (and no, I am not referring to a former employer). It's a problem with the industry as a whole, and AWS did a poor job of articulating it to partners (my experience was an obsessive, not in the customer obsessed way, of consulting offers, or I mean solutions).
What do customers think? Customers don't care (I think I said that already).
What do they want?
1) Value
Customers are fundamentally seeking value. This means they want a product or service that fulfills a genuine need, and they want it delivered in a way that either costs them less or generates more value than alternatives. For instance, if a company can automate a process that saves a client significant time and money, that's value. It's not about the complexity of the technology behind it, but rather the tangible benefits it brings to the customer's bottom line.
2) Consistency
Consistency is crucial. Customers want to know they can rely on a company to show up and perform every day, no matter what. This includes being available, dependable, and delivering a high-quality service whether the team is dealing with personal challenges or not. Consistency breeds trust, and trust is the cornerstone of long-term customer relationships.
3) Safety and Performance
Customers also look for safety in their business partners. This can be demonstrated through a company's past performance and reliability. They want assurance that the solutions they adopt won't fail them and that their peers are working with proven, reliable technologies. Moreover, customers want to feel that they are not missing out on industry trends and best practices. This is why seeing what other successful businesses are using or avoiding can be a significant factor in their decision-making process.
4) Vision and Innovation
While not always a primary concern, some customers are drawn to a company's vision and innovation. They might be excited about the latest technology, like the release of a new version of a software or platform, and want to leverage it to stay ahead. Conversely, other customers might feel intimidated by rapid technological changes and prefer to avoid them unless guided by an expert. For these customers, a company's vision and ability to navigate complex technologies safely are key differentiators.
The Bottom Line
So, while touting your ability to use the latest AI technology might impress some, it doesn't necessarily make you a hero. What truly matters is how you use that technology to deliver visionary solutions consistently, that create value and don't expose your customers to risk. When you prevent issues before they arise and ensure your services are reliable, that's when you build the trust and loyalty that lead to lasting business success.
Context:Title: Sticking Feathers Up Your Butt Doesn't Make You a ChickenTags: AI Company, Customer Value, Value Creation, Customer Loyalty, Consistency, Safety, VisionDescription: Discover why labeling your company as an 'AI Company' doesn't resonate with customers; learn what truly matters to them, from value and consistency to safety and vision, in this insightful blog post. Explore how genuine value creation and reliable service, not flashy labels, drive customer loyalty and business success.
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