Blog January 21, 2020 Karin Edebo Product Marketing Manager , Tele2 IoT

Letting the Customer Speak – and Listening to What They Say

Work in Product Development and leaving all customer interaction to sales? These days no one would ever suggest something like that, because everyone knows how important it is to have a customer focus throughout the company. However, in Product Development, there can be a number of ways of trying to understand the customer. Working with them to learn what they need – really going out and meeting them – might not be everyone’s chosen way but if my recent experiences at Tele2 IoT tell me anything, it’s that it should be!

Speaking with customers gives us a clearer picture of a number of things.  It helps us understand that a company’s needs can change, depending on where they are on their customer journey – and where they are on their IoT journey. In other words, as a company grows and matures, it’s likely their IoT needs will mature as well, just like any other component that makes up a growing, successful business. Gaining a more intimate understanding of this in real terms helps us at Tele2 IoT develop better collaterals.

Gaining a more intimate understanding of this in real terms helps us at Tele2 IoT develop better collaterals.

In creating collaterals, we also need understand the “why” of the different decision makers in a company, as well as help them to understand how our tools save them money, become more efficient with their time, secure data, or streamline company processes.  This can look different when it comes to not just role and maturity, but also industry.

Recently we learned more about which parts of our connectivity platform 2CONTROL is being used and why some functionalities aren’t fully being taken advantage of. We have, after both quantitative and qualitative studies, come to an understanding that some customers need examples as to how other companies are using the many features in 2CONTROL. This allows them to be inspired to set up similar activities. As a result, we have created both start up guides and webinars that illustrate the myriad ways the platform can and should be used to optimize a customer’s connectivity management.

Our customers have also told us they want more information on product and status updates. Our response is to be more precise in what and how we communicate. Technical information isn’t always ‘sexy’ enough to be included in our monthly newsletter, but by creating a technical newsletter we have found a way to offer the right level of information that is sent to the right target group. The result is customers are getting the information they need to ensure they can optimize their IoT solution.

We also talk to customers who didn’t choose us in a win/loss analysis, helping us to further tighten our offering.

At the end of the day, we all know that a good dialogue with customers is a great way to build trust but taking what we’ve learned and involving the full organization helps us respond faster and better to our customer’s needs. We also talk to customers who didn’t choose us in a win/loss analysis, helping us to further tighten our offering. This goes well with the “Jobs To Be Done”-methodology that we have chosen to help build a better process on what we can improve to remain the number one choice of IoT connectivity.

There’s an old saying about the difference between hearing and listening: hearing is simply the act of perceiving sound by the ear. Listening, however, is something you consciously choose to do. At Tele2 IoT we choose to listen to our customers.

Get in touch.



Karin Edebo
karin.edebo@tele2.com
Product Marketing Manager
Tele2 IoT