Ask the question “do your digital solutions and services create value for your clients?” I have yet to hear a single company answer with anything other than a resounding “YES”.

But ask their clients what value is generated from these digital solutions and the answer is completely different.

Value is in the eye of the beholder.

As a technology supplier, your digital solutions and services are of obvious value for your business but what value is it REALLY creating for your clients?

Clients treat technology like a commodity now more than ever. Technology suppliers rarely understand a client’s strategic business goals and challenges when their only contact in the client’s organization is the IT manager. This leads to some serious consequences for both the supplier and client.

First is that this limits the supplier’s focus into just implementing the technical solution. At the same time the client sees this new technology as a mere IT project. What gets completely missed is the business changes and adaptations required for the new solution to work as expected.

A recurring example of this is AI. The client sees this as a pure IT project while the supplier’s focus is to implement the new solution. However, for AI to be of value it needs clean, accurate, relevant high-quality data. But this is impossible if the client organization is neither aware of nor structured with the right processes to fulfill this prerequisite. Fast forward to testing the AI for the first time and it spits out nothing but useless garbage due to poor data quality. Months of troubleshooting still doesn’t solve the issue, no process changes take place as the client is still unaware and the tech supplier gets blamed losing all credibility with the client.

In part 2, we'll go a bit more into what IT service and technology companies can do to not only avoid this situation but move up the value chain and level up from supplier to strategic partner with their clients.