I try to steer my clients from vague buzzwords such as “transformation” in content marketing because they confuse customers rather than engage them. Now, no less an authority than industry guru Gartner is warning that using the word “transformation” in contract negotiations can also foul outsourcing deals by raising false expectations among customers.
The warning came in Gartner’s June 2011 Magic Quadrant ranking of finance and accounting (F&A) outsourcing providers as it advised to “Ban the words `innovation’ and `transformation’ because they will only lead to misaligned expectations.”
Specifically, the Gartner report said, it can lead the customer to believe “`…my service provider is all-knowing and can fix everything.’” Imagine, for example, a customer who’s been unable to reduce costs or understand a new market due to internal cultural and organizational problems. An outsourcer comes in promising to “transform” their organization and runs afoul of those same problems. The outsourcer loses money trying to solve problems it never signed up to tackle in the first place, and the customer has wasted time and effort without achieving their goals.
Another scenario Gartner mentioned involves the customer choosing the lowest-price provider and “left wondering where the innovation and transformation are.” Innovation and “transformation” require understanding where a business is now and where it needs to be. That’s why, Gartner advises baselining the current state of affairs and not hoping the outsourcer “will solve all the internal process issues, which may never have been addressed internally.”
Using “Transformation” in Content Marketing
This confusion is mirrored in the results of my ongoing online survey which shows 40 percent of respondents agree with my “gut” definition that transformation means a “fundamental, wide-ranging improvement that will last over time.” But a third believe marketers just throw the word around without thinking, and 22 percent said marketers just use transformation in their copywriting as a synonym for “improve.” Hence the confusion when an outsourcer is using “transform” to mean just a lower price, while the customer is expecting a radical makeover
One simple way to avoid trouble in content marketing – and to set yourself apart from the hordes throwing around the “transform” buzzword – is to insert the word “by” after the word “transform” and explain specifically what you will do, how you will do it, and the specific business benefits you’ll deliver.
- We will transform your accounts payable by performing all transactions on our cloud-based platform, analyzing all payments with our proprietary algorithms to detect waste and fraud, and shifting any manual processing such as troubleshooting to our offshore staff. We commit to permanently reducing processing costs by at least 36% and waste and fraud losses by at least 23%. Reducing payment times by one week will also allow you to recover 10% early payment discounts from your vendors.
- We will transform your IT infrastructure by shifting peak loads and Web-facing systems to our lower-cost cloud, managing remaining internal systems with our offshore remote management staff and remotely testing applications. This will permanently reduce your capital budget by 60%, your operating budget by 60% and time to market for new applications by one month. Future work shifting will, within five years, allow you to devote 50% of your IT spending to new initiatives versus only 20% now.
- We will transform your customer service by surveying current and past customers to identify your strengths and weaknesses, and comparing your costs, service levels and customer satisfaction levels to other clients with whom we have worked. We will design, implement and monitor the organizational and cultural changes required to meet your strategic goal of permanently becoming the top-ranked vendor in your industry for customer service.
In each case, everything after the word “by” explains what you mean by “transformation” and how you will achieve it. While Gartner focused on outsourcing, describing “transformation” in any content marketing clearly leaves much less room for confusion, and much more compelling content to attract and keep customers. Let me know how you’re hearing “transformation” used and misused in content marketing.
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