Is what you're fixing broken? (and correct customer targeting)

I just read a line in an article talking about the current browser wars between Google and Microsoft, in which it basically said that while Google let the new Caffeine slip out quietly, Microsoft had unleashed Bing with a massive media blitz. The problem, the article stated, was that Microsoft is attempting to replace something (Google's current search engine) that people aren't all that unhappy with to start.

Hmmm... mental wheels start turning around that nugget. How does that apply to your business, and your competition? Are you fixing something that isn't broken?

If you're the market leader, and you already have the share, you clearly don't require the blitz behind Bing and can instead let it leak out like Google has in this case. Once the engine is out of public beta they are simply going to replace the current engine with it. I've used it a few times, and it is MUCH faster than the old engine, one that you and I didn't know was "slow" until it got faster! So Google, in my opinion, has taken the right attitude and deployment strategy here. They already have the share and do not need to spend money trumpeting they are #1. People will figure it out once the engine is replaced and gets faster for something they were going to do anyway. Under-promise, over-deliver.

Microsoft, on the other hand, didn't have a broken product. They were competing (although not too well) in the search category. With Bing coming out, I presume what they wanted to do was change the game enough to make people at least navigate that way, try it out, and see substantial differences in results and interface from Google. Honestly, Bing is not bad in any way, I've noticed it showing up in places such as Zillow to power real estate searches. It has the built-in ability much like Google to integrate maps, searches, "yellow page" features, etc. But what it doesn't do is innovate enough to convince people who have a set habit, bookmark, or toolbar to go search somewhere else.

So the Google paragraph applies to only one person in a given market segment. The leader. You have market share, and you're doing just fine. However, it's important to note what Google did here. They didn't fix what wasn't broken! There is going to be no major search engine tweak, there's no massive difference in the interface (or even really small ones). It's still familiar and comfy to people. They just dropped in a big-block V8 where there was a small four previously. Consumer feels at-ease with familiar interface, but now is moving even faster along the information superhighway. That is a successful product upgrade because it makes better what is already a quality product.

Not to say that Google shouldn't look to increase market share at all times. They should, until they have 100%, and then they can't rest either. But in an odd way this quiet release generated more buzz than the TV campaign around Microsoft. Heck, most of us live on line now at all hours. We tweet, post, pic, and text our little behinds off. And web news and opinions are instant and globally available. We don't have to wait for that commercial during our favorite show. All of us know someone who is our "computer guy/gal" (if you're not already him/her). Do you trust what he/she tells you to use? Of course you do! You think they know more than you do and would pick the right stuff. So Microsoft is trying to convert Ma and Pa Kettle with a commercial, one user at a time. Google has infected the "guy/gal-in-the-know" who will pass this information along to everyone they know, faster than TV, more widely available, and with a bit more credibility on a personal level. Brilliant!

If you're Microsoft, or any other competitor, you have a tall order - innovate. How do you go about putting something down on paper that can leapfrog the leader? You have to take cues from other parts of life. Think about anything you do, whether it's buying gas, grocery shopping, or commuting. What simple things make it easier for you to get there or accomplish your goals? What complex things help you? Going the other way, what makes it harder to complete those tasks? Take those ideas and apply them to your business. What are you doing to make it easier for people using your service/business to accomplish their goals? People are creatures of habit. If you can get people on board with a quality product or service that accomplished its goals with minimum hassle, I have news for you: people won't balk at price as long as you're competitive.

Yes, you can simply copy the leader. But I don't advocate that. They have a successful model. What you should do is learn from them. What works about what they have? And if you had the same underpinnings, could you apply that to your business to make it even better? Be unique, be driven to be the best, and always look at non-traditional angles. It will serve you well. Get to your core audience/consumer, and understand who they are! I think Google knows. Microsoft knows it wants everyone to use Bing, but they missed the boat on who to target first. Trust me, that previous sentence can be applied to domestic vs. foreign cars or any other number of situations we face daily in this country.

At the end of the day, you must know what you do, how you deliver, and what drives people to your business. Then you have to make it better! Ask hard questions, and make sure you infect the people who influence the people you want to target. But if you are having success, don't tear it down and build over again simply to do something. Remember: don't fix what isn't broken!

Where are you missing out?

Likely, you're missing out on the web. You have a web site - and you may even have a wonderful web site - but can someone go one-click-done to a solution/answer? Probably not. Even though I preach streamlined, simplistic web site design (having done a number of them in my day) it's not always enough to get people direct answers in less than three clicks. So what do you do to augment this?

You should have your customer/client interraction contact points set up not only as phone numbers and emails, but as Twitter accounts, Facebook pages, and perhaps even a Tumblr account. These social media portals allow you to instantly and personally answer questions while in a sense creating a legacy FAQ that people will see. Heck, you can even re-post your FAQ on Tumblr or Facebook accounts to help ease access to the information.

You don't have to make this a PR arm, and you shouldn't. Don't spam people with your Twitter, they'll stop reading. One of the great powers of social networking is that people can opt-out at any time, so you have to give them reason to read and stay put. In the case of a sports franchise, you can reach out to your season ticket holders with special offers, advice, and links to shortcuts that relate to them directly as STHs. If you're in an event venue, you can answer ticketing questions, procedural inquiries, and even things as simple as parking directions and locations. Don't be afraid to make it a multimedia presentation. Use a Google Map to help out, and make sure you pin some info on the place you're sending people. Link back to your own web site by all means. Use whatever tools are available to you.

What is even more important than your ability to respond is that you monitor this account and ACTUALLY RESPOND! You have to do this in a timely fashion, and keep tabs on things. This also means finding ways to monitor and organize. For Twitter, I use a program called TweetDeck, setting up search algorythms that tell me when someone talks at or about my account, and allows me to also search general comments about my business through use of hashtags. Once you have it sorted out so that you're able to make sense of the information flying around, you're well on your way to being able to monitor online noise regarding your company in a simple, easy manner.

Lastly, I completely and totally recommend that you keep it professional on your customer service outlines. As I mentioned above, no spam. But also refrain from personal commenting (that's what your own personal or business-persona account is for) on situations or events, even if they directly concern your team/enterprise. This isn't the place. Don't feel the need to follow everyone back on this account, in fact I'd recommend you don't. It will keep your one-page stream to just information you have posted and those who have publicly queried you. It will cut down on a lot of extra footwork and enable damage control if needed!

Hey, you're going to need a thick skin, people love their anonymous cloak on line. But by the same token, take your medicine, hear what's being said about your company and who the ringleaders are, and target them to be won over. If you direct your energy and efforts towards getting them on your side, that alone is worth its weight in gold - especially on line.