Commentary on Kawasaki’s “Art of Getting Customers”
I recently read the OPEN Forum Growth Guide: The Art of Getting Customers by Guy Kawasaki. As I was reading, I began to think of Syncfrog and what we have done to incorporate Kawasaki’s DICEE principles (see image) into our business. Thinking about these principles became an exercise in writing, which quickly turned into this very transparent blog post.
Depth = Does Syncfrog have enough depth? We don’t have as many sources as some of the other integration products out there and we don’t appeal to as many users, but does that mean we don’t have depth? As I ponder this I quickly realize that depth does not have to mean you are everything to everyone. Depth does not mean your feature list is longer than your competitors’ lists. Depth means you offer your market the features they need the most with the most power. Syncfrog has deeper and richer integration with CRM than CRM Admins have experienced before. The depth of the integration is what we want to be known for.
Intelligence = Do we really know what our customers want? Syncfrog was not born out of a specific desire to create an integration product. Syncfrog was spun from an existing product, Clicktools, that was designed to get feedback into CRM. Over years of selling Clicktools, our team realized there was power in the integration that others who did not use enterprise survey tools could use to get information into CRM. As we have launched this product and continue to communicate with CRM Admins, we learn about different ways our market uses the tool to fit their specific needs and we adapt the product with these needs in mind.
Completeness = Syncfrog may never be complete. Like many SaaS products there is a level of ongoing change, enhancements, and improvements. And as a low-cost SaaS app designed to do-it-yourself without the support of your IT team, we strive to make the product easy to use without support and services. However, as defined in Guy’s guide, we do provide the “necessary” services and support. Online videos and help articles not only guide our customers through the process of building a Syncfrog Data Leap, they also show customers how they can use Syncfrog to make their lives easier. While it never feels 100% complete, it is our goal to provide a customer experience that promotes independence while being here to help our customers whenever needed.
Empowerment = This is what Syncfrog is all about. Now, when we first launched Syncfrog we thought we would be empowering marketers and others in the organization to get their data in CRM without the help of IT or even their CRM admin, but what we came to realize over time is that most people outside the CRM team don’t want to do it themselves. However, we do empower the CRM Admin to automate tasks they would otherwise have to spend hours doing in a CSV file or manually.
Elegance = Indeed, it’s pleasingly ingenious and simple. Many people don’t think of software as elegant because they equate elegance with a fancy design or something complex and expensive. When in fact, elegance can be defined as “pleasingly ingenious and simple.” When we first stripped the integration engine out of Clicktools and wrapped the Syncfrog interface around it, I had an issue with how simple it was. It was almost as if simplicity equated to low quality, when in fact it is the simplicity of the interface combined with the richness of the back-end capabilities that make Syncfrog elegant. And just to toss another “E” into the mix, The Frog is also quite “Entertaining.”
The guide goes on to talk about a company’s mantra versus their mission. If I have to say there is one place we have not done a great job, it would be to fully define our mantra. The Clicktools’ mission is to help our customers better understand and serve their customers. Syncfrog was designed to do just that with the foundation based in “deep and elegant” CRM integration. But our mantra? Hmmm, I ponder and ponder and realize I am overthinking it. My proposed Syncfrog mantra – “Give CRM Admins deep and elegant CRM integration.”