Recipe for Success
Most people have a perception that great tech by itself equals success. That is not the case!
We know this to be true because of our team’s long history of collaborating in the world of marketing, and bringing that experience and learning to the technology sector. As you can imagine, our marketing agency was an entirely service-based business. Every new project started with a clean slate, and customer loyalty had to be earned each and every day. We didn’t wait for the phone to ring. It was our job to consistently check in and proactively offer service and support to each client on every project.
For companies that provide technology and software subscriptions, there’s a notion that the technology just runs itself after the customer is onboarded, and success is measured solely on the quality of the tech. But technology software is not entirely plug-and-play like that. Nor is it a race to pile on more features.
Great tech alone will never maximize success for the tech company, much less the buildings, occupiers and occupants — the customers!
So, what is the recipe for success?
BUILDINGS
Big or small — they all need help
Obviously, it starts with solving real problems with great technology. But the other half comes from adding equal parts of great customer service and support. We have had countless illuminating conversations with leading commercial real estate owners and operators, big and small, through our sales outreach and hosting of the TEN podcast. One thing we hear more and more is that building operators are not happy with their current technology provider. So much so that they have canceled their subscription and cut ties. What reason are we hearing most often? “There was little or no support and they didn’t deliver on promises made.” We are also seeing a need emerge for a higher level of service and support that contributes to the effective use of the software, so not just dealing with technical issues, but actually providing assistance in using the software in real-life situations. Interestingly, this reality crosses the spectrum of all classes of buildings, as building operators sometimes require an enhanced level of service and support because they often don’t have the resources internally. Whether it’s for assistance with creative services or programming and events, look for a tech solution provider that also has CRE marketing resources and experience.
As we have said before, ensuring a proper balance of air temperature and quality, and maintaining security and safety; are all table stakes and an essential part of the business of managing a property. But it’s no longer differentiating. SPACE is now a commodity. In today’s new world, the leasing of space is now transacted based on the associated EXPERIENCE that it offers. Delivering on that experience often requires new skills and expertise, that when combined with the right technology, can be a powerful tool that drives more tenant engagement. So when looking at new tech, be sure to give serious consideration to the effort and resources required to take full advantage of the solution. Expect more from your tech partners and look for ways in which they can enhance their product offering with more support and service, which will help you get more from your investment.
OCCUPIERS
More is not always better
As businesses continue to innovate around the employee experience that is offered during time spent in the physical workplace, the use of technology has never been more important. For occupiers, creating a seamless experience that connects people to places and spaces, is at the top of their priority list. As they consider this opportunity, the driving force behind the use of technology has got to be ease of use, and doing so with as few applications as possible. 5 apps, 4 websites and 3 portals will not cut it. More so than ever before, the opportunity for collaboration between the building and the occupiers has created an opportunity to provide a more holistic solution that unifies the experience across all spaces.
Workplace engagement solutions should offer direct, real-time communication between building operators and all their customers, provide exclusive curated offers and experiences from the building and nearby businesses, and give tenants access to all the services and amenities their building has to offer. Look for solutions that support the hybrid workforce and can connect people to buildings and the surrounding community no matter where they are.
OCCUPANTS
The power has shifted to the customer
The office is more than just a place to show up and get stuff done. It is now a community where people come together to create, collaborate, seek mentorship, train, learn and socialize. All of this defines a new experience that is required in the physical workspace to compete with remote work and drive interaction and connection for people working together in person. Buildings and occupier spaces need to be one and the same, connected with technology that offers a one-stop solution that can be user-configured and personalized to deliver an unparalleled customer experience. Flexible, connected and experiential. These three ingredients are essential to reimagining spaces in CRE to respond to the real customer — each and every occupant who engages in their space. The power has shifted to the customer, and this creates incredible opportunities for the CRE industry to continue to innovate its product offerings. Buildings are managed by people, for people. It stands to reason that any technology solution must deliver what people want and need to simplify and improve their lives. Choose a technology solution provider that puts people first when executing on product roadmap and delivering exclusive offers and experiences. Providing great service and support is what actually reduces churn and keeps subscriptions renewing. This is why HILO continues to invest in Customer Success for our clients by providing tools and best practices around optimization and activation. We are determined to ensure our platform is being maximized to digitize the customer experience in buildings powered by HILO, with a relentless goal to reduce friction, drive efficiency, build community, advance ESG initiatives, and increase overall satisfaction. That’s why our team is always asking “How can we help?”
David Abrams
Co-founder & CEO
- March 14, 2024
