Meeting the Full Spectrum of Customer Needs

Careful listening can solidify relationships and create opportunities

It is hard to overstate just how much disruption the security industry has experienced over the past few years. Not too long ago, artificial intelligence (AI) was not even in the conversation. Now, it is a part of the top four megatrends from the Security Industry Association (SIA), and nearly half – 48% – of security solutions developers expect AI to have a strong impact on their strategy within the next five years.

But disruption is not just limited to AI. Network convergence, cameras as sensors, and the Internet of Things (IoT) are creating new opportunities for security professionals, as well as new challenges. Integrators need to learn new skill sets and stay on top of technology advancements, and they are facing new competition from players outside the traditional security industry.

How should integrators respond? The temptation might be to double down on selling more technology, devices and solutions to customers. To be sure, that is never a bad thing. However, by taking a step back and incorporating design thinking into the sales process, security professionals can foster deeper customer relationships, sell more effective solutions and ultimately create greater revenue opportunities.

Implementing Design Thinking

At its core, design thinking is a creative way of solving customer challenges by understanding their unique needs and perspectives. This holistic view often requires a paradigm shift. Rather than focusing on solving the immediate tactical challenge with technology, integrators seek to get to the heart of the larger business problem.

What does this mean? First, integrators need to invest time to understand each customer’s unique situation. This generally has two steps.

1. Empathize: This initial step is essential to the design thinking methodology. The goal is to gain a deep understanding of the customer’s needs, goals and motivations. What internal or external factors are influencing their current situation? What challenges or pain points are they facing? Who are the key stakeholders, and how might their perspectives differ? Clearly, this can take some time, but the information gained will set the stage for the rest of the process.
2. Define: This is where the integrator and the customer will clearly frame the challenge that needs to be solved. Often, the initial problem is actually a symptom of an enterprise-wide issue – which is why the “empathize” stage is so important. Also, in the process of defining the challenge, an integrator may uncover additional opportunities to help the customer. It is also vital to define and frame the challenge in the context of solving a broader business problem. Onboarding a new technology or tool is great, but keeping the bigger picture in mind ensures that the solution will not only meet the customer’s needs today, but also in the future.

With the challenge clearly defined, now it is time to move to the solution design phase, which integrators are well versed in. This phase also has two primary steps.

1. Ideate: This is the integrator’s bread and butter. This involves crafting bold, innovative ideas that meet the customer’s tactical needs and solve their overarching business challenge.
2. Prototype and test: Implementing the technology is not necessarily the end of the process. Experiment, iterate and see what works and what can be enhanced. Ultimately, this will create more effective solutions and happier customers.

The Pitfalls of Leading with Technology

It can be tempting to skip the “Empathize” and “Define” steps and jump right to deploying a solution or technology. After all, if a customer says their surveillance cameras are not working, the easy solution is to provide them with new cameras, right? Not so fast. True, that approach might solve their immediate need, but it ignores the bigger picture. Plus, it could result in leaving opportunities on the table.

In this example, simply selling new cameras might not get to the bottom of the underlying issue. Perhaps the customer’s network infrastructure is limiting their system’s performance. Maybe new cameras fix the immediate need, but if they do not play nice with other systems that are already in place, more headaches can result. Or maybe the existing solution was not developed with long-term needs in mind and will be obsolete in six to 12 months.

Integrators might also miss out on additional business opportunities by going straight to the solution-selling stage. Understanding the customer’s business needs can reveal opportunities to create a bigger, more effective technology ecosystem within the organization. For example, perhaps a security camera could also be utilized by marketing or customer service to better understand their shoppers and provide an enhanced customer experience.

Skipping the “Empathize” and “Define” steps potentially leaves these opportunities on the table and creates an environment where the integrator-customer relationship is commoditized, instead of developing into a true partnership.

Adopting the Design Thinking Approach

Moving to a design thinking methodology often requires a shift in mindset, and it is not always easy. Security professionals may need to learn new skill sets or become familiar with a different set of stakeholders, such as the C-suite, or those in other departments like marketing or finance.

If an integrator is interested in adopting a design thinking mentality, they do not need to go it alone. Distribution partners can be a valuable extension of the integrator’s team. The right distribution partner can connect integrators with suppliers and vendors that can meet all of their customers’ needs and goals and create an ecosystem that produces both security and business benefits.

Case Study: Design Thinking in Action

A recent example of design thinking in action involved a large jewelry retailer. With more than 2,000 locations, the retailer faced many of same challenges that other retailers were contending with: Staff shortages were a constant struggle, and shrinkage was increasing. The simple fix would have been to upgrade or replace the traditional security system to help manage shrinkage and mitigate staffing issues.

However, during the “Empathy” phase, the integrator discovered that the retailer was challenged by several other issues that fell outside traditional security. Customer satisfaction was declining as shoppers grew frustrated with long checkout times, a lack of self-checkout options and a less personalized shopping experience.

Because the integrator took the time to understand the customer’s challenges, they were able to roll out a comprehensive solution that not only addressed the retailer’s security concerns, but also helped alleviate their other pain points as well.

• Full-stack security solutions allowed the retailer to deploy an advanced video intelligence system that reduced shrinkage and maximized the efficiency of the security team – even in the midst of staffing shortages.
• Retail security expertise enabled the retailer to install modern, convenient self-checkout systems that satisfied shopper expectations without sacrificing security.
• Pro A/V integration services resulted in digital signage and displays that delighted shoppers and enhanced overall store profitability.
• Networking solutions ensured that all of these systems functioned effectively as part of a comprehensive ecosystem. And this enabled the retailer to be future-ready as their technology needs evolved.

Leveraging a design thinking session with the customer allowed the integrator to capitalize on additional opportunities that they might have missed had they simply been focused on selling security products. Additionally, it deepened their relationship with the customer, and solidified their position as a valued partner.