'But if I ran the zoo, ' said young Gerald McGrew, 'I'd make a few changes. That's just what I'd do...'
If I Ran the Zoo by Dr. Seuss
Living in the world of software like I do, I pay little attention to the devices and hardware that facilitate the purchases I make at my local grocery or department store. I know that at Info Directions we are focused on making enhancements designed to help our clients provide a better customer experience, reduce churn and boost sales. But I never really thought about how a carrier’s hardware choices could contribute to that effort. Until today.
Over the last few months Info Directions’ Business Development and Product Marketing teams have been vetting a number of hardware vendors and service partners for the critical signature capture devices used with our CostGuard and LexysPOS software solution. Only after reviewing the specs for what has ultimately become our device of choice, VeriFone’s MX870, did I realize how far the customer experience message had traveled through the value chain that supports communications service providers.
Now, it’s no surprise that carriers would want speed, clarity and accuracy from a signature capture device. But to have a signature capture device that offers a branded faceplate, analysis and reporting tools for ROI and a gorgeous (yes, gorgeous) 65,536 color display with full-motion video and digital sound capability to facilitate carrier efforts to educate, sell and communicate with customers at the point of sale...well, all I can say is, “Wow!”
Now, before I get too lost in the technology, let’s remember why a hardware manufacturer would put so much effort into its customer interface; because carriers need to capitalize on every available advantage to help them secure and retain customers. They need the “wow” factor and hardware manufacturers are definitely responding.
With the MX870, carriers have another piece of the customer experience puzzle, another avenue for bringing a harmonious value proposition to subscribers and creating a new way to help sales and service teams deliver on the service promise. I think it’s also important to note that this device does not require a large IT infrastructure and multi-million dollar marketing campaign to get the most out of it. To leverage its benefits all a carrier really needs is a consistent message that makes customers feel like they are the inspiration behind the services, solutions and systems being offered, and not a casualty of them.
If a carrier can surround its customers with a solid value proposition and deliver on it every day and at every touch point – hardware and software, purchase to billing – then good results are sure to follow: more customers, less churn and improved ARPU.
As the mother of two boys under three I am immersed in Dr. Seuss. A current fave of my eldest son is the story of young Gerald McGrew from “If I Ran the Zoo.” For those a little rusty on their Seuss, Gerald discards conventional wisdom regarding what animals should be in a zoo and embarks on a fanciful adventure to the four corners of the world in search of new and unusual creatures for “the new zoo, McGrew’s zoo.”
Today, we have technology that frees us to think like Gerald. We have software solutions that bring us closer than ever to the ideal of one-to-one service and we have automation and workflow tools to bring efficiency to everyday processes. And now we have hardware to carry our messages and our value proposition to customers in full-motion video and digital sound right at the point of sale.
It’s your zoo, what will you do?
For our clients, please contact your account manager for more information on the VeriFone MX870 or Info Directions’ selection of Storeworks (www.storeworks.com), a master integrator and store-level peripheral solutions provider, as our VeriFone service partner. Storeworks will assist our carrier clients with the purchase, configuration and maintenance of the signature capture devices approved for use with Info Directions’ CostGuard and LexysPOS software solution.