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Organisations tend to exist to provide products and services as a way of generating revenues that in turn make profits, provide people with an income for the long term, and serve society in some way. If you look behind these raisons d’être, you find a myriad of organisational needs. Businesses are looking for commercial differentiation to ensure they win new customers instead of losing out to competitors; for quicker decision making by those in charge or given key responsibilities; for peace of mind among stakeholders who have a vested interest in their success, whether in time or money terms.

Generic needs and specific desires

Generic needs and specific desires

In both the public and commercial sectors, organisations want to ensure efficient, smooth and co-operative interaction between teams to make sure things happen when they should; they also want to create an environment that people enjoy working in, so that productivity and customer service are as good as they can be and staff turnover is minimised.

It’s important to communicate familiarity and understanding with these and other common denominators if you’re going to sell connectivity solutions successfully. This doesn’t mean however, that thinking about or actually identifying the needs of specific markets and offering a service that meets them won’t be useful or effective. On the contrary, this can be a good way of targeting a group of customers – particularly if you have some experience or an established track record in their sector.

In financial markets for example, speed, reliability and security are key for almost every business. Cost may well be a secondary consideration to ensuring that they can conduct business on behalf of their clients swiftly, accurately and securely. Traders will need the very top performance they can get (latency will be a particularly important issue) and will want a steadfast guarantee of service availability and sustainability. They may also be streaming video and voice across the web, so the notion of guaranteed and un-contented bandwidth will be highly attractive.

For retailers, it’s all about decision-making and being able to pick up on changes in the market swiftly so that marketing messages and pricing can be altered to match current trends and ensure that the customer experience is constantly improved and enhanced. Making sure that they can always get the up-to-date information they need from their stores – quickly and reliably – is proving to be crucial.
In health the focus is on patient care but there is also an urgent need to reduce costs. There is also currently a high level of concern over the impact of government reforms and how these changes will affect the way services operate, so keeping your finger firmly on the pulse here and making sure you understand the current mood of healthcare professionals is vital. It could well be the case that communications become much more important in this sector as decision-making and budget responsibility are divested down to a more local level.

For schools and colleges concerned with nurturing young people and improving learning, IT and online resources play an increasingly important role in the classroom. With pupils regularly accessing rich content and sharing experiences with other schools, there is a growing need for services that can cope with the peaks of demand at a price that can be justified to the governors and the Local Education Authority.

And in government, services to citizens are the focal point – and here there is a real drive for authorities to provide more online access, so there may be a need for communications services that can cope with very large volumes of traffic at certain times. Round-the-clock availability and reliability of service will also be very important to local government.

Communications and connectivity, access to email and the web and to hosted applications and services are central to the every-day running of just about every commercial and public sector body. The message then is understand your customer. It’s important to comprehend and consider how the broader needs of an organisation relate to the particular sector they are in, but also their specific requirements and what they’re trying to achieve. Understand their challenges as well as their goals and objectives. Establish what ‘good’ looks like and then ask them what ‘bad’ would look like. Identify their core needs and relate to what they’re really trying to achieve.

Entanet can help you grow whichever market you’re in. Get in touch on 0333 101 0808, email us at marketing@enta.net or use the contact form below.

Read our previous article ‘Ethernet: is it a piece of cake?’ or take a look at our previous articles.


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