Insights

Customers know what they want

Krishna Sudheendra CEO, UST

We often hear people say that customers don't know what they want, and as consultants, we should advise them on what they need and make it happen for them. However, I have a different point of view. In my experience, customers know exactly what they want. And they treasure partnerships that understand this reality and work in sync with them.

Over the years and countless customer conversations, I have realized that true partnerships are built over trust, honesty, integrity and empathy. Being honest about one’s capabilities and stating the truth about what can be done to solve their problems is non-negotiable. Once, I heard someone say we need to let problems travel in elevators while success can take the stairs. I thought this was a brilliant way to suggest how we need to be transparent about problems and what cannot be done and not promise something we cannot deliver. Another word that comes to my mind is authenticity. Being true to ourselves, not burying our words in fancy spiels, and stating the facts are all integral to building long-term relationships.

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Customers know what they want

Customers value those willing to listen to them, go the extra mile to understand their pain points, and relate to their needs empathetically. Only a sophisticated understanding can recognize what customers want and help them articulate their needs.

One particular behavior customers appreciate is when partners are intuitive and proactive. They look for this in their ecosystem; those who demonstrate this quality can push the envelope, ask challenging questions, and help customers think differently. A senior executive in a leading banking and finance corporation recently told me he appreciates brave conversations demonstrating new ideas. For him, a partner willing to be courageous, bold, and direct with enough trust in the other, is valuable. New ideas lead to innovation, especially using elements from the existing ecosystem. We should prioritize finding untried and novel ways to solve customer problems, even at the expense of cannibalizing our own revenue. Willing to make that sacrifice shows how committed we are to our clients. At all costs, we should have their benefit as the fulcrum of our vision and business. This is how we show them we care and how they come to value us. This selflessness automatically wins their trust.

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A customer-first focus

It is this ability that helps us put our customers first, too. UST was founded on the principle of putting clients first. And most clients who have worked with UST recognize this quality too. It is the basic tenet of making any relationship successful and flourishing: Put the other ahead of you. This will help us understand their pain points and perspectives and recognize that they are well aware of their needs. If we are intuitive and empathetic, we can help articulate those needs better and point them in the right direction. We may even guide them on a path different from the beaten one, forcing them to think differently. While we create such innovative solutions for the customers, it is also important that we democratize the innovation process and open the doors to all layers of our organization to them, giving opportunities to even the least experienced employee to innovate. Every individual must be able to speak to the client, put on their thinking cap and come up with new solutions. Innovation thrives in an environment that nurtures free thinking.

Another reason our customers love UST is because of our flexibility and speed. We listen, understand and act. More importantly, we maintain this pace and energy like in a marathon because we’re here for the long term. The speed with which we act is something our customers appreciate tremendously. The action is accompanied by an intuitive and well-articulated understanding of the customer’s problem. This ensures that change requests are less, as right in the beginning, the right questions are asked.

When we lead customers to pursue fresh starts or new journeys, we become invaluable partners, laying the foundation for a long-term, healthy and inspirational relationship. One aspect that becomes critical here is how we treat people. We may possess the best technological solution or be the best in niche skills, but if we treat our fellow citizens in any less manner than they deserve, we fail to make true progress. As one of our long-standing customer leaders recently told us, UST treats its people respectfully. It is this humanity that helps us align our practicals with that of the customers and work closely with them in their non-business areas as well.

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A sustainable partnership

UST believes in collaborating with our clients in their CSR and sustainability programs as partnerships are strengthened by our joint will to make a difference to our planet and its people. We are a people-first organization where we all are members of one huge family living globally. It is because we treat each other with respect and empathy that we can extend this behavior to our customers as well. At the end of the day, people – customers or otherwise – want to be listened to, understood and respected. This perhaps also explains some of our employees' long and steady tenure. Not only do they relate to UST’s culture and stay loyal to the organization, but they also demonstrate long-term customer loyalty. They own the customer’s problem and go the extra mile to solve it. This helps in heightening the client experience and relationship with UST as well.

This is where UST’s core values of Humility, Humanity and Integrity come into play. Our values help us treat each other gracefully and help us build a culture that’s respectful and positive. This culture keeps us strong and thriving during adversity and builds long-term client relationships when the going gets tough. Delivering a superior client experience and driving it at every level is our priority at UST. And those who have worked with us long term will agree that UST is a feeling. You need to experience it.

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The circle of trust

It all comes down to a circle. A circle of trust. A circle that we draw with intentional patience, kindness and empathy. This circle brings our people, our employees, and our customers together. Over 23 years, UST’s circle of trust has increased slowly and steadily. And this is how we have built our client relationships. By drawing this circle with intent, we have learned how to value our customers and recognize that they know what they want. Over time, we have realized that humility is the steppingstone to success. There’s a lot we can learn from our customers. We need to listen. They are helping us draw this circle too. They are fellow travelers and fellow architects on this journey. And we still have miles to go before we sleep.

RESOURCES

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