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Does Being Loyal to a Brand Rank Higher Than Business Innovation?

Brand loyalty and email

Brand Loyalty | GoogleThe most successful companies are the agile ones--the ones that transform to stay ahead of the demand curve and innovate to add business value. Brand loyalty and fear of change (or fear of failure) are common roadblocks when it comes to changing the way you work.

This brings us to the question, how important is brand loyalty in your email system? For those with a loyalty to Microsoft, it quite often comes down to fear of the unknown. “We like Microsoft Office”, “I can’t live without Outlook”, or “I have a Microsoft EA that we renew every 3 years like clockwork” are some of the initial responses that you hear when the idea of change is announced. The ironic part of this is that businesses are always searching for a way to do more with less, so why not think about technology (in particular your email and messaging platform)  with the same mindset? If you’re using the same system that you’ve had for >5 years, chances are that something better is out there and exploring alternatives can get you back to where you once were--at the forefront of technology.

Instead of being focused on the brand name, challenge yourself to live on the merits of the technology itself. What would your dream email system be able to do and how would it be tailored to your business processes? Once you know that, you have the ability to search among a variety platforms, and not be limited to the options within your current email brand.

You and your team are loyal to more brands than you think.

Point 1. When your employees research any business-related issue, what tool do they use? Google is always at the top or near the top of the list, which goes to show, your business is already relying on Google for information. They trust the brand to give them the answers they need.

Point 2. It’s amazing the amount of people that use Google for their personal email. When we hold training sessions as part of our change management process, there’s always at least a handful of people that know the ins and outs of Gmail--and it’s not long until the rest catch on. Conveniently enough, Google Apps for Business is much like the consumer version (with security and compliance regulations added on and minus the ads).

Point 3. For your employees that don’t have an iPhone, it’s almost safe to assume most of them are using the Android system, another one of Google products. The best part about Google’s Cloud Platform is its ease of integration with any device, whether it be the Android or iPhone. Allow your employees to ‘work the way they live’.

Point 4. We just migrated a 60-person logistics company to Google Apps. The owner was the driving force behind the switch. He had 58 distractors within the organization. 1 week after going live, he had 60 users who would never want to go back to their old way of working.

Explore your business options and challenge yourself to do more with less. Find a better way to save your company time and money, while working collaboratively with you team.

Want to discuss more about exploring technology alternatives? For a frank conversation on our experiences, please reach out to us.

Originally published on March 10, 2014

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