Technology is increasing rapidly and a disruptive technology may leave a trail of obsolete and failing business in its wake. We need to focus on technology and there’s no alternative for that. If we allow ourselves to become obsolete, we will see slipping customer loyalty and brand. On the other hand, over-reliance on business could also hurt our business. Another problem is when there’s a disconnect between the advertising messages and the actual user experience. It could happen when the technological implementations can’t reach their full potentials or if sellers simply mislead consumers with something that their technological implementations can’t really do. It is important for manufacturers and sellers to really understand their own technology and what it can offer to customers. If the disconnect is allowed to proceed for too long, they may lose customers and the overall sales will decline. Technological implementations are intended to increase values for customers and keep them happy.

It means that business owners should know whether each of their technological implementations has direct or indirect effect on customer satisfaction. First of all, it is a good idea to give employees instructions on how to make customers happy through proper technological implementations. This is especially true for employees who have direct contacts with customers. Each of the smallest things that these employees do will have direct impact on the satisfaction of customers. Eventually, this applies to all levels of your company. Someone in the production floor needs to ensure that the product is assembled properly to maintain quality and eventually high customer satisfaction. Someone in the accounting department could also affect customer satisfaction, if they handle invoices correctly and customers will be only required to pay for what they owe. The technology should be user friendly and it means that user mistakes can be reduced. Ultimately, customer dissatisfaction is something that reduces sales.

Companies need to take pro-active approaches to solve specific problems related to their technological implementations. For any small discrepancy and disconnect between advertising message and technological implementation, this indicates an issue, no matter how trivial it is. In fact, it is one or two trivial things that can significantly shape user perspective, even if your products are completely functional. Even low prices don’t guarantee consumer satisfaction, because what’s important for customers are functionality and real values. Based on existing technological implementations, employees should have great insights on how they can improve things. If it is still unclear what customers are expecting, it is important to perform marketing research. This is often a good way to solve various customer problems. Customers decide whether specific product can be helpful enough. Everyone in the company, from CEO to the cleaning staff can use technology to contribute to customer satisfaction. In large buildings, there are cleaning equipments and systems that can keep the store and office look neat. If each employee contributes, this will become a highly significant measure of how companies can meet needs of customers. If employees are skilled enough, they should be able to quickly identify problems and find solutions to technological implementations that are related to their jobs.