The LavaCon Content Strategy Conference: Spanning Silos, Building Bridges | November 5-8, 2017 | Portland, OR
Developing Your Edge: Getting a Seat at the Customer’s Table

Developing Your Edge: Getting a Seat at the Customer’s Table

In many businesses, Sales account teams closely guard and regulate contact with customers. I have heard of, and have experienced situations where technical communications staff are refused access to customers unless there is a major issue. Customer engagement is the linchpin to understanding requirements and delivering value. It is the critical factor between celebrating success and wasting cycles. My session explores the idea of getting communications professionals to overcome the trust and perception deficits we often face.

A large part of the problem is the perception of how we communicate and a fear of what we’ll say. This mentality impedes and undermines our value proposition. I’ll share ideas and anecdotes about what can we do to:

  • Determine if this situation exists
  • Identify the causes
  • Improve the perception of our function, our work product, and ourselves
  • Proactively engage our cross-functional counterparts to improve understanding and communication
  • Build relationships as a means to change perception and build credibility

Presented by Charles Rygula

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