• by Nick Balletta , June 7, 2011

We operate in an environment where our technology is being used for thousands of live audio and video broadcasts of mission-critical enterprise content. I often use the analogy that our distributed webcast platform is like an aircraft in which we took off in 1999, and we have never been afforded the opportunity to land. We are continuously doing maintenance, adding seats, new engines, extended wings, new windows, etc., all while in flight. That's the world of live webcasting.

I always joke (half kidding) that we have never had an original idea. We listen to our customers, and they tell us exactly what they need. Investment banks need security, pharmaceutical companies need continuing education functionality, publishers need the ability to track sponsors, etc. The vast majority of the technology we provide is identical across all the vertical markets in which we work, yet every vertical market has its nuances. Ninety-five percent is standard; 5% is specific to a vertical. We can't make a living in the 5%; we need the critical mass of the 95%.

The art is discerning what features and functions, if developed, can be used with multiple customers and in multiple vertical markets. In order to successfully establish this information, you need to ask ... and listen.

It's important to ask questions like:

• What features, if added, might impact security, scalability, performance?

• What features will be compatible across multiple operating systems, multiple browsers, be backwards compatible and work across multiple CDNs?

• What features and functions will be future-proof, based on macro-technology trends?

Finally, the most important question to ask is, "What will the customer pay for?" When you ask customers what they want, they will not be shy. Customers are increasingly more knowledgeable of the marketplace, and they aren't afraid to share their product/service requirements and likes and dislikes. They are driving the market. In fact, customers are the market, and they know it!

Keep in mind, customers always want everything, but they will only pay for some things. Ask with your brain; listen with your wallet. However, also remember that including your customers in the decision-making process will not only help your company provide the features and functionality that is wanted in the marketplace, but this will also help establish strong, loyal customer relationships.

Good sales people should be listening more than speaking. When they are speaking, they should be asking questions. Ensure that your employees, at all levels, are asking for customer insight and feedback. If we don't understand our customers, how can we align our product development and timing to build sustaining business relationships? Customers' opinions should be gathered and shared throughout the organization because a customer-centric team is the ultimate key to product innovation and competitiveness in the industry.

Keep your seat belt on and tray table in the upfront and locked position. Continue cruising at 35,000 feet while strengthening your products and services. Just be sure to radio the customer feedback control tower for direction. Your flight will be much smoother.