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Shifting Our Mental Gears to Deliver Full Value

by Robert Serben, Ph.D.

Have you ever heard, “I thought this software would take care of my problems!”? The value of that software dropped significantly in that client’s mind, but “Why?” Did the salesperson oversell the technology, letting the client’s mind run wild with expectations? While we might like to think that’s the answer, the client may actually have received what they were sold but didn’t get the results. An example is someone buying a high-powered sports car, but then not being able to drive over 15 MPH. Problem—the driver did not know how to shift out of first gear. The driver received a good product—he just didn’t know how to get the value he expected.

This analogy may explain a statistic touted at a recent IT exhibition. “Seventy-five percent of all IT projects fail!” To avoid being a part of this IT statistic, think how you give true value to your clients. “Value” is an essential concept to master in today’s business environment. For internal or external clients, having a reputation for delivering value is the best means of getting new customers. However, as we all know, value can be an elusive concept with many service providers focusing on the “bells and whistles” as their statement of value. An often-overlooked element of value is utilization.

IT system installations can get off to a lackluster start when the system is not properly prepared for the client’s environment—or, the client’s environment is not properly prepared for the new system. So, the perception of your value is affected by a combination of the new system, your client’s staff and current operating practices. You can increase your value by taking a lead role in preparing the client for the new system.

Proper preparation begins with an understanding that IT is an enabling technology existing within a context of other processes. The proper alignment of people, processes and technology enable a company to maximize results. People and processes provide the input for a technology system to reach full utilization. Yet, too many IT professionals overlook these two components.

However, the value-oriented IT provider develops a picture of the context surrounding their IT system. They shift their mental gears to think in terms of the broader site issues. This alerts the client to utilization drivers, barriers and measurements. The value-oriented approach is a way of shaping a client’s expectations and gaining their assistance in attaining full system utilization. Shifting your mental gears to address these people and process issues more fully can give you a competitive edge—an edge that will make you more than a commodity.

Understanding the context surrounding IT systems can be accomplished by using performance improvement techniques that produce a “gap analysis,” gap interventions and an intervention schedule. Properly used, this set of techniques can significantly improve the performance of a new technology with existing people and processes.

Using this approach requires a shifting of our mental gears. We have to think in terms of people and processes in addition to our native areas of technical expertise. A fully implemented performance improvement analysis before the installation of an IT system can create the basis for high system utilization and an even higher value of your business.

Dr. Serben is the Director for the Center for Business, Industry & Labor at St. Louis Community College that provides performance improvement services and gap analysis to area businesses. The above article was a summary of a presentation given at the TechConnect 2002 event.