Innovative Systems

January 2008
New Service Rollout Plan

The prospect of offering your customers new services can be exciting and frightening at the same time. Here are some key factors to consider:

Functionality Of The New Service
If you don’t know how the new service works, how can you sell it to the customer? Every employee who can have the new service should use it for at least two weeks before any customers, even “friendly betas”, can use it. In sales, knowledge is key. The more you know about your product the better you can communicate its features to the buyer.

Training Session
Someone should take the lead on the new service and provide in-house training to key staffers who will be offering it to the customers. Not only does this provide for increased product knowledge, it also allows for everyone to be consistent with how they are offering it to the customer in relationship to the functionality and benefits of the service.

Packaging The New Service
Key decision makers need to put a lot of thought into this factor. Free trial, part of a bundle, special pricing, service tiers, ala carte, these are all considerations that can greatly effect to success of the new service. Do some web surfing of other Telcos around the country for ideas on what they are doing. Make a list, taking note of the companies that are offering it the same way.

PR/Advertising
Since most of you are marketing gurus, this is a given. Time your media press releases and advertising to stretch out the new product launch as long as possible. Don’t forget about all those service clubs who are scrounging for presentations about community happenings. Make sure to get the new service on your website at the same time you make the official launch announcement.

Be it broadband, video, wireless or even new phone features, if you don’t have a top to bottom plan for rolling out and delivering new services, your experience and your customers’ experience may be less then desirable.

You are invited to direct any questions related to marketing Innovative Systems AP products to either Scott Meyer (605.990.7202) or Lisa Johnson (605.990.7149).