it-companyHow your IT company is perceived by your prospects and clients

Are companies like people? According to Susan Fiske, PhD, professor of psychology at Princeton University and the author of the book: “The Human Brand: How We Relate to People, Products, and Companies”, companies may not be flesh and blood, but customers view even the largest publicly traded companies very much the way they view other people. And the reasons for this way of thinking is not all that different from how humans evolved to trust one another.

According to professor Fiske, the level of warmth and competence in a person or a company can define the level of trust-worthiness and acceptance of an individual or a company.

What about your IT company? Is your IT company perceived as a warm and competent entity, both by your staff and by your clients?
To find the answer, I will be exploring this subject in a series of blogs entitled “A Psychological evaluation of your IT Company”.
As the co-founder and president of an IT company in Massachusetts for the past seventeen years, I have been involved with all aspects of IT services operations, including marketing, sales and client relations. I have experienced the ups and downs of our IT operation and its daily challenges and implemented a number of plans, strategies and tactics to build a successful, profitable and solid company.
In this series of blogs, I would like to share my past experience with my colleagues in the IT business, exchange ideas, identify measurable parameters that can gauge the psychological health of an IT company and finally come up with a list of practical action items and initiatives that can improve the overall health of an IT organization.

The IT services business is a high stress business. It is similar to the ER/OR in a hospital. Your clients trust the heartbeat of their business to your IT professionals. They rely on you to use your best business and professional judgements for planning their IT roadmap, suggest and design cost effective solutions, respond to IT emergencies in a timely manner, and more importantly, give them peace of mind that the health of their IT system is fully monitored and managed and there is no IT vulnerability to adversely affect their business. They want to make sure that their business stays up-to-date with their technology and have all the IT tools to stay competitive in their market.

Any downtime, network slowness, or improper operation of your client’s IT network can have significant financial loss, dissatisfaction and erosion of client confidence ; which can eventually result in loss of business and damage to their reputation. This is especially true for those who use technology in their production processes and have to communicate with their clients on a regular basis.

First, let’s analyze the internal anatomy and the inter-office interactions of your IT operation. This is my starting list, which certainly is not a complete list but it is a good start. I welcome your suggestions to complete this list:

1- All staff
2- Company culture
3- Technical team
4- Business tools
5- Sales
6- Marketing
7- Administration
8- Client relations
9- Clients
10- Accounting

I will examine each of the above categories’ contribution to the warmth and credibility of your IT company both internally and externally.
By taking corrective actions to modify and adjust each of the above categories to have a more positive effect on the warmth and credibility of your organization, we can significantly enhance its overall warmth and credibility, which will clearly result in a more successful and profitable organization.

In my next blog I will discuss your IT company’s staff. Stay tuned.