Rather than defining a mission at itSynergy, we instead refer to the reason why we do what we do as our ’cause’. For us, our cause is what gets us out of bed in the morning and inspires us at a deep level to come into the office every day.
Our cause is to remove the friction of technology from small and medium businesses so that those companies can do great things.
Identifying friction is often a very individualized and custom discussion based on your business, the technology you have in place, and the people who use it. That being said, there are several recurring themes we see across all of our customers (in a variety of different industries). We’d like to share those themes in hopes it provides a foundation for you to identify the technology friction in your business (which is the first step required in order to subsequently eliminate that friction).
1. There is a customer ‘on the hook’ that has decided they want to do business with you, but for some reason your technology is preventing them from completing the transaction. The best example of this type of friction is companies that sell things online. It is SO frustrating to have found something you want to buy, you have your credit card in hand, and you can’t buy because you can’t remember your account password that you set up the last time you ordered something from them (3 years ago).
2. You are tied to a system that is inefficient. This is often one of the most difficult areas of friction to eliminate because often that system may be highly customized to your business or industry, and there may not be a lot of alternative products available to choose from. That alone, however, is no reason to just lie down and accept defeat. Often times we are able to engage with the vendor to find out best practices in use by other companies on their system that have a better experience.
3. Inefficient processes run rampant in a variety of different areas. This point of friction can take several forms, but probably the most prevalent is not having integrated systems that allow any particular piece of data to only be entered once. Ask yourself, when a customer moves (and their address changes) how many places in your ‘system’ do you need to update their information?
4. You suffer from recurring issues caused by treating a symptom and not addressing root cause. Often times when it comes to technology a ‘quick fix’ is applied to a problem to get people working again. While this is great in the short term it will actually become detrimental in the long term unless there is a separate process put into motion to address the root cause. If you are applying the same fix to a problem more than once, you are likely treating symptoms and not addressing root cause.
Any of these points sound familiar or hit a little too close to home? If so, you’ve taken step one – identifying points of technology friction that need to be eliminated.