Consumers are ready to do business in the cloud. But are businesses ready for consumers?
J.P. Rangaswami, chief scientist at Salesforce.com, Inc., cautions that trust is critical in establishing a fulfilling relationship between service consumers and service providers. He suggests that, in exchange for their data, consumers should receive greater value in return. This requires businesses to deliver a positive cloud experience to their customers, beyond viewing them as just another transaction to be completed.
This is a Big Data opportunity. Companies that can take individual pieces of data and make one-plus-one-plus-one equal seven in terms of value delivered to the customer are building trust at the same time.
We couldn’t agree more with Mr. Rangaswami. What is surprising, however, is that he presented this notion of trust in his address to the Web Summit, “a global gathering of the world’s leading thinkers and doers in technology.” Subsequent to that it was the subject of a news article. Is the evolution of cloud services really in such a nascent state?
Establishing trust is fundamental to how Peak 10 conducts business. The two top attributes that customers apply to our company are, first, consistent performance and availability and, second, a local/personal relationship with our company. Since 2008, more than half of new sales have been from existing customers.
So much of what happens “in the cloud” is not readily apparent to some customers. Explaining the inner workings and connections between the service consumer and the provider eases concerns. An eyeball-to-eyeball consultative approach helps build understanding and, yes, trust. Consistently delivering on commitment builds strong partnerships. We wouldn’t have it any other way.