Security systems represent a significant investment, yet many organisations still only use a small percentage of their physical security systems’ capabilities.
That’s before we even begin to consider the different ways that the likes of video, access control and ANPR can add additional value beyond security by serving the needs of other business functions. Whether that be to obtain additional insight, streamline compliance or drive operational efficiencies.
Consumption gap
When users aren’t tapping into the full power of the solution they bought, they aren’t realising their full return on investment. This creates a consumption gap. It’s a situation that has the potential to go in one of two very different directions.
A misreading of a system, its capabilities and functionality can fast result in user discontent
Left unchecked a consumption gap can create frustration for system integrators, manufacturers and end users alike. A misunderstanding of a system, its capabilities and functionality can quickly result in user dissatisfaction. Leading to a greater likelihood that they’ll look to change or focus investment into overlapping and likely competing solutions.
Customers’ security goals
Addressed appropriately it can help manufacturers, system integrators and end users to build trusted partnerships in which everybody wins. Understandably, systems integrators are primarily focused on installation—delivering reliable solutions that meet customers’ security goals to ensure their long-term success. However, engagement can go beyond deployment.
Closing the consumption gap can be a strategic way to differentiate yourself from competitors. The deeper you understand your customer’s business, the better advice you’re able to offer—and the stronger the partnership you form.
Why do consumption gaps exist?
For customers, finding the time to learn multiple capabilities of a security system can be time-consuming. Often, taking advantage of new tools and solutions takes a backseat to the urgency of daily tasks.
Often, taking use of new tools and keys takes a backseat to the speed of daily tasks
There are many reasons why customers may not be taking full advantage of the features available to them in their security platform. They may feel overwhelmed by a steep learning curve after deployment and might delay diving into the additional system features. Sometimes, there might be a lack of awareness of the technology’s full capabilities, and despite a willingness to learn, there are few options for training. Often, it can simply be they are not aware of the benefits of their system or are too busy with day-to-day and urgent tasks to learn other features.
Bridging the consumption gap
Systems are built to deal with a wide variety of use cases and broaden market appeal, but the goal isn’t to get everyone to use all the features of every product. You want to guide your customers towards the features and functionality that best meet their needs. This could entail reducing the friction they experience in their day-to-day operations, solving unique issues related to their business, or addressing their most important challenges.
Having these conversations with your customers deepens your relationship and can organically open up new revenue streams. Continuous engagement allows you to recommend other relevant products or services that they may find helpful.
Customised training plan
Customers can learn at their own pace and gradually expand their understanding of their system
Furthermore, customers are often not able to implement all features at once. You can help by proposing a plan to gradually evolve systems and processes over time. This could include a customised training plan to get the most value from their investment.
Some manufacturers are also now providing learning management tools that system integrators can pass on to their customers. Customers can learn at their own pace and gradually expand their understanding of their system in accordance with their bandwidth. This allows them to get more out of their system.
Simplifying deployment
With the right software partners, systems integrators can focus on solving customer problems, not reactively troubleshooting issues. Look for manufacturers who offer good support systems for integrators. This includes not only quality technical support but also configuration and training services you can build on. Look for partners that offer tools and consultation services you can use to complement your value-added services, either to spend less time on the basics or for specialised expertise on complex projects.
Beyond support and services, one telling sign is the configuration interface and tools that you as an integrator will primarily interact with. Ask yourself whether the manufacturer invests in their back-end tools and their primary user interface. Is there a noticeable difference between these two interfaces in terms of look and feel? Does one feel more dated?
Widening consumption gap
The harder it is to implement upgrades, the more reticent customers are to make the changes
If the end user interface is easy to use but changes on the back end are difficult, the resulting friction can contribute to the widening consumption gap. It can become too time-consuming or difficult to upgrade or make changes to the system. The harder it is to implement upgrades, the more reticent customers are to make the changes.
Configuration should be painless. If the system has a solid graphical user interface, you’ll be able to interact with the software in a fluid and intuitive way. When the system is intuitive for both you and your customers, you spend less time on setup and training. You can invest more attention in value-added activities.
Conclusion
A consumption gap could be a sign that technological innovation is outpacing people's ability to implement them in their day-to-day lives. You can work with your customers to simplify the adoption of the innovations so they can more easily implement them and realise the full value of their investment.
By reviewing opportunities to bridge the consumption gap for your customers, you increase the likelihood of growing and renewing your system and service contracts. You also build relationships as a trusted partner. Customers will turn to you when looking to expand their security system and proactively solve new and incipient problems.
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