Content marketing: Telling Meaningful Stories

Have you noticed how we hold technology solutions and software to a higher level?

Christoph Trappe

October 15, 2017


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I don’t know about you, but I certainly hold technology to a higher level and – in the past at least – was not so forgiving when technology didn’t do what I thought it should be doing! Mind me that of course I usually have nothing to do with the development or visioning, but yet Consumer Christoph – like many – takes the liberty to apply my own needs to the technology and judge it on that! Instead of what it was actually build for!

I’ve been thinking about this for a while and subconsciously I’ve been disregarding technologies in seconds when it didn’t do exactly what I thought it should be doing. It’s kind of interesting actually how long I stayed with the iPhone. I remember getting the first iPhone and iPad and I tried to use it for all kinds of things that I did on desktop computers up to that point. Of course they didn’t work and Apple people would tell me: It’s not supposed to replace your desktop, but it’s a different use case. Or something like that.

But it drove me crazy. On the other hand, I probably stuck with those Apple devices because of the potential! 🙂 But early on, they didn’t do nearly enough and many things didn’t work at all that I tried to accomplish.

Related: Hope might not be a strategy, but it can be motivation!

Today, the biggest complaint I have about my iPhone is the battery life is just never enough, but other than that:

  • I easily save documents to Google Drive to use them on mobile and desktop.
  • I voice dictate blog posts in the WordPress app.
  • I upload photos to who knows how many different networks!
  • I make conference calls (with Zoom!) and it’s easier than regular phone calls!

When something doesn’t work on the iPhone the next software update usually takes care of it. For example, a system update really took down voice dictation, but the update to the update a couple of days later seemed to have fixed that for the most part.

And while it probably will take many worse issues for me to not use my iPhone, it’s certainly good to remember that tech consumers are demanding. Me too! When I open an app, a program or anything technology related I expect it to work and be intuitive. And if it doesn’t, I’m out!

So why are we so demanding of technology? Not sure, but maybe because we just expect it to work however we want it to work. Maybe we have unrealistic expectations at times. The same concept probably applies when some companies are posting job openings. They are so unreasonable and up in the sky that this perfect person they are looking for doesn’t actually exist. Sometimes, I feel that same concept applies with technology. We have this dreamy vision or idea of how something should and could work and then when it doesn’t hold up we disregard it quickly and are disappointed.

Of course, when technology exceeds our expectations or does something we didn’t even know we needed, this can be a positive delighter. Of course, that’s hard to do!

And just like it’s unfair to job applicants, it’s also kind of unfair to the technology to think it’ll be perfect, but that’s life. Life is unfair, let’s deal with it.

As far as I can tell and think of this, there are really only two ways for tech companies to overcome this:

  • Produce software that is super intuitive – like the iPhone – and have strong branding – like the iPhone
  • Have the best customer service in the world!

To learn how to be customer-centric, order a copy of my customer service book here.

There are positives and negatives to both options, of course. To have a great product you have to:

  • have people involved who actually know what the problem of your target market is.
  • be a forward-thinking innovator. Think about Apple. They created something we didn’t even know we needed and now it’s hard to think about living without it! “Put that phone down! NOW.” me to my kids, daily!
  • move fast.  I would highly recommend phased functionalities. Let’s get something out the door NOW and then update it quickly to keep moving in the right direction.
  • know the market pricing wise. Pricing has been one of the hardest things for me. Different markets have different perspectives of money. Sometimes you price too high and sometimes too low. It’s an art in itself. You can lose deal either direction! “I wonder why they would give that away for so cheap?”

To have great customer service:

  • you have to have the right people who can help the customer, who want to and who also have the knowledge.
  • you have to listen to customers!
  • you have to be helpful.
  • you sometimes have to give a little. If it’s all about the stringent policies at some point the customer service will suffer!
  • customer service reps make the customer their priority!

Related: I could care less where I fit on your list of priorities.

Maybe one reason we are so picky is because there are so many tech solutions out there that being picky is an easy way to weed things down quickly. Something doesn’t work, move on to the next thing! Bye.

That’s probably another reason why it’s so important for tech companies (and anyone) to have rockstar stories of why they exist, do business and that ties into the customer experience.

I’m actually speaking at the Champions Club at Dreamforce in San Francisco in November 2017 on this exact same topic: “How tech companies can tell better stories!” If you want a copy of the deck, email me here or fill out the form below.

Imagine if the three are combined:

Innovation + Great customer service + Great story = Winning!

So there’s today’s observation. Are you too picky with your technology? Drop me a note in the form below and let me know your why!

Disclaimers: The information provided in articles is for informational purposes only and not personalized advice. It's accurate to the best of my knowledge at the time it's published. Enjoy and best of luck telling the best stories in your organization and life!

Christoph Trappe

Hello and thanks for stopping by. I’m Christoph Trappe.

I’ve written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs.

If you need help, just visit the Contact Me page in the navigation and drop me a note. I’m always happy to chat!

Thanks for reading!

– Christoph

Confirmed talks

Lisbon, Portugal
March 3, 2018

May 2, 2018
Victory, Canada

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