Starting the journey to productize your services

The great myth of our times is that technology is communication. – Libby Larsen

At the recent PropelX—Professional Services Strategy Summit, Sadee Akthar, Director of Flow Expert Services at Pluralsight and a seasoned tech leader with over two decades of experience, shared invaluable insights into this dynamic interplay between technology and human connection. 

Beyond her technical expertise, Akthar is also a clinical aromatherapist and the founder of Essentially Sadee, a clinical aromatherapy lab that examines the relationship between scent and cognitive function. This unique perspective merges technology with mental well-being, offering lessons crucial for navigating today’s environment.

The journey through technology

Sadee reflects on her two decades in the tech industry, marked by pivotal experiences. In 2005, while working with tech teams for the UK elections, she ensured newly elected members received their accounts and hardware amid the dot-com bubble, when many Members of Parliament resisted adopting email, fearing it would go unused.

By the mid-2000s, Hilton’s website began to outpace its call center in bookings, illustrating the rapid rise of online purchasing. During this time, Sadee learned about Facebook from her cousin in the U.S., initially dismissing it but eventually setting up an account, which marked her entry into social media.

The narrative shifts to 2020, when the COVID-19 pandemic transformed the landscape. Sadee expected to be furloughed while working for a budget airline but instead managed a challenging refund program amid a lack of established policies.

Today, as AI takes center stage, tech organizations and SaaS companies face post-COVID realities, recession challenges, and workforce reductions, requiring leaders to adapt to significant changes.

Trends in customer success and professional services

The three key trends that are shaping the relationship between customer success and professional services:

Pay for tech, then experience it

Initially, customers invested in technology, purchasing solutions like Oracle and Siebel, while professional services teams set up and trained users to create meaningful experiences. These engagements often lasted for extended periods, emphasizing the importance of hands-on support during the adoption phase.

Experience tech and then pay for it

As internet accessibility grew, customers began to experience technology through user-friendly websites, leading to a shift in purchasing behavior. This transition highlighted the significance of UX design, which became crucial in shaping how customers interacted with and perceived tech offerings.

Use tech and then pay for it again

In today's subscription-based models, customers first engage with technology before deciding to pay for it again. This shift has made customer success teams vital, as they guide users in understanding the benefits of their technology usage, effectively translating the user experience into ongoing value.

Reimagining the user experience in professional services

There is a need to rethink the user experience within professional services. Unlike product experiences that can be enhanced through digital interfaces, service delivery relies heavily on interpersonal interactions. Preparation for client meetings and the nature of communication with customers contribute to the overall service experience.

Significant opportunities exist to innovate how services are delivered, creating a more consistent and elevated experience for clients. This includes examining every touchpoint, from emails to meeting preparation, to foster a seamless journey for customers.

Creating ease for yourself and your team

Before creating ease for customers, it is crucial to establish a foundation of ease within the organization. The tech industry can be demanding, and cultivating a supportive environment is essential. Driving strategic vision and purpose within teams ensures alignment toward common goals.

The importance of developing a Professional Services (PS) charter is highlighted, emphasizing the need for clarity in objectives and shared understanding among team members. Leaders are encouraged to keep strategies simple and focused, facilitating buy-in from stakeholders and ensuring that everyone is on the same page.

Creating a post-sales experience journey

Establishing principles for customer journeys

To deliver improved and predictable experiences, identify consistent data points, understand the context, and simplify complex processes. Relying solely on customer and user personas can limit understanding, advocating for a broader perspective that considers customers as consumers and investors of time and energy.

Emphasizing collaboration and responsiveness
It's crucial for leaders to acknowledge and address any negative experiences, whether with customers or internal teams. Effective collaboration with customer success and product teams can enhance the overall customer journey. Professional services teams are on the front lines and need support in communicating effectively about product features and capabilities.

Aligning brand and experience
Consistency between a company’s brand and the customer experience is essential. Organizations should leverage existing marketing materials, ensure clarity in communication, and maintain a consistent voice across all touchpoints. Using AI tools can help create cohesive presentations and materials that reflect the brand's ethos.

Redefining user experience in professional services

The essence of branding

Defining the essence of the brand is essential; it stands for being thoughtful, modern, mature, and professional while maintaining a friendly demeanor. This impression is cultivated through various mechanisms that resonate with the community and reflect leadership in best practices.

Engaging customers from the start

Engaging customers right from the kickoff meetings significantly shapes their perception. The experience begins with a unique touch, such as a playful rap song shared in the waiting room. This not only lightens the mood but also sets a joyful tone for the conversation ahead. The excitement generated from such interactions helps elevate expectations regarding the partnership.

Humanizing the customer experience

The initial kickoff deck highlights the consultants involved, showcasing personal details that foster connection. This effort goes beyond merely assigning resources; it emphasizes the value of personal relationships in client engagements. Establishing this bond enhances collaboration, making interactions more relatable and impactful.

Emphasizing professionalism in presentations

Professionalism is further emphasized through the implementation plan presentation. Utilizing tools like Rocketlane's Gantt chart feature allows consultants to present the project plan in a structured manner, ensuring clarity and focus. This approach streamlines communication and enhances the overall experience, eliminating the chaos often associated with managing multiple spreadsheets.

Consistent user experience with customer portals

A dedicated customer portal is instrumental in delivering a consistent user experience throughout the project. This portal can be customized to reflect the client's brand, serving as a centralized hub for important resources, methodologies, and project updates. Embedding videos and showcasing success stories enriches the customer experience and aligns with the overall branding strategy. This tailored experience empowers clients to understand what they can achieve in collaboration with the Professional Services team.

The importance of human interaction

The conversation around human interaction in professional services is vital. It's crucial to remember that, while data is important, the human touch cannot be overlooked. Engaging customers as individuals and considering their unique experiences leads to a more meaningful partnership.

Investing in early customer experiences

Investing in great customer experiences early in the journey sets the stage for positive relationships. When clients perceive their partners as committed to their success, they are more likely to overlook minor missteps along the way. Conversely, initial negative impressions can lead to a quick loss of confidence, underscoring the importance of first impressions.

Prioritizing exceptional experiences

Ultimately, the emphasis on thoughtful design and personal connection in the professional services journey can drive customer satisfaction and loyalty. By prioritizing exceptional experiences and focusing on the human element, organizations can significantly enhance their client relationships and foster long-term partnerships.

Listening to customers and providing them with the space to articulate their needs fosters a collaborative environment. A holistic understanding of their situation lays the groundwork for meaningful engagement and long-lasting success.

Further reading 

1. UX of delivery: Unlock the service experience 

2. Crafting a compelling client journey in onboarding and service delivery

3. Expert insights on how to optimize the customer journey

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