Queen (or maybe court jester) of an electronic jungle

I realized the other day that I am really a gadget person. I had just finished packing for a quick overnight trip. When I went to lift my backpack, I winced. I had only put in a single change of clothing and a few toiletries. What was making it nearly burst at the seams?

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After a brief examination, I determined the problem. For a little longer than 24-hour trip, I had my iPod, my Nintendo DS (and charger), my Motorola Razr and Bluetooth headset (plus charger), my laptop, miscellaneous cords plus my cordless mouse, a mouse pad and my Garmin GPS navigation system (with dash-mount cables and system).

I wasn’t going on safari (or even a business trip). I was heading to Oklahoma. For one night.

My latest trip turned into a reality check. I’ve always thought of myself as a pretty light packer, but when did a quick trip out of town require a visit to most of the rows at Best Buy?

We expect tech

I am like many of your customers. I’m semi-tech savvy. I have been most of my life. I can hook up a TiVo unit so it can record on two channels through a splitter, but my VCR still blinks 12:00 for 24 hours a day. (Yes, I still own a VCR. I use it as a control router for the 11 other things running through my TV.) Sound familiar?

You know people like me -- we have just enough knowledge to take anything apart (and not put it back together) and to be dangerous with electronics. And, we expect any company we do business with to be on the cutting edge or at least close to it.

When I deal with a company in my personal life, I chose the one that offers me the most when I want it. Every company I regularly deal with should have a fully functioning Web site, 24-hour customer service, an e-mail address readily available or, better yet, online help to cater to me immediately. I’m not alone.

If your customers expect this immediacy in their personal lives, what do you think they are going to require from you?

The revolution is here

When customers have a rush order thy want you to fill, can they access your up-to-date inventory online? If Joe’s Garden Center wants 5 ‘October Glory’ red maples ASAP, can he visit your Web site and see if you have them in stock? Or, if Joe calls, can your salesman instantly tell him if the trees are available? The Joes out there are starting to expect this and more.

And what would Joe think if he visited your nursery to pick up the trees and saw your salesmen carrying tin cans attached with string to communicate with one another? If I were Joe, I’d blow out of there and never return.

If you haven’t started upgrading your equipment, ordering processes, Web site, computers and other software systems, it’s not too late. But you better get a move on.

P.S. There is a smidge of good news with this immediacy trend. A lot of people (your customers) are willing to pay extra to get what they want NOW. (Think of Six Flags’ Flash Pass system, where park guests pay to have a virtual place at the front of a long ride line.)

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- Jyme Mariani

May 2008