Holy Beethoven! I read dozens of articles about innovation and strategy each week, but none of them reflect the simple foundational melody of B2B growth: engage your customer decision makers and provide a mechanism for them to collaborate meaningfully with your team.
So imagine the music to my ears as I read "DCR's Customer Advisory Board: Orchestrating Innovation," a publication DCR Workforce (DCR) released along with its recent announcement outlining the collaboration between DCR customers and the company's product managers, solutions group, and internal implementation team.
In its press release, DCR, a provider of Vendor Management System (VMS) solutions, describes "the successful collaboration of its Global Implementation Summit in conjunction with its Customer Advisory Board Innovation Summit to produce the next generation of industry innovations." Sequenced throughout the year, DCR meets with decision makers and ties their input directly to nearly all aspects of the company's product development and management processes. "DCR Workforce works closely with VIP clients in identifying industry trends and assisting in developing the overall strategic vision for our product." The company describes getting feedback on both the current and new, including product roadmaps on recent releases, procedures for new customer onboarding, roll-outs of new features, specifications for more established, advanced users, and new innovative ideas the DCR team is "composing." According to Rich Piva, Director of Implementation and Client Services, "We're orchestrating innovation together with our valued customers. And this synergy continues to grow and make Smart Track the best VMS in the industry."
Most importantly, DCR leadership understands its role in the B2B executive engagement process. "Our most important job during these Summits is to ask the big questions, then sit back and listen," says Naveen Dua, CEO and Vice President of Solutions. "We want our customers to know that we are true partners with them and take their needs very seriously." It may sound elementary, but unlike Mr. Dua, a surprising number of very smart and successful executives continue to struggle with surrendering the PowerPoint. I don't suspect this reluctance is necessarily a habit inherent to a generation, but rather a habit inherent to a career path which has been paved with having all of the answers. Wisdom tells us, however, that oftentimes the roadmap which leads to one point of your journey won't necessarily be the same guide to your next. Let go of the clicker, and see your growth soar.
Bravo, DCR! I look forward to reading your results over the next eight quarters and hearing the sweet music of B2B Sustainable, Predictable, Profitable, Growth.