Are you a Gareth, a Patricia or a Jess?
PR & Comms Manager
Recently it was revealed that the Government Digital Service (GDS) has created three fictional ‘government buyers’ for cloud vendors to target with products and services. The thinking, we suppose, is based on the stereotypical view that the public sector is mired in an analogue world of paper and Windows XP.
Now, as people who live in the 21st century we know that the dark arts of the marketer involve audience segmentation, personality profiling and targeting of pain points to make a sale. However, the idea that technology buyers from any sector can be divided into three groups is, well, four times more dubious than astrology.
Admittedly we don’t have a lab here at Eclipse but when we segment it’s usually by talking to the customers we have who are satisfied with, say our connectivity service and may want to take advantage of SIP Trunks efficiencies. Often times our customers have enjoyed the service they get when implementing our cloud products and want the same peace of mind when it comes to their leased lines. Admittedly, most of our customers are blokes but that would be the only generalisation we could make without being laughed at.
Eclipse’s new customers come from word of mouth recommendations and we’re not averse to running bundled promotions and the like depending on what the market requires. Knowing that Tony at the RSPB likes sky diving (he doesn’t) or that Ian at Furniture Village studied dance at the Sorbonne (he really didn’t) can make for a more interesting working relationship, especially if someone on the team here is into the same stuff but the idea that these things will drive their trust in our service is nuts.
Feel free to tell us if you’re a Gareth, a Patricia or a Jess. However, until we hear different, we’ll assume that you want your technology suppliers to listen to your needs and deliver, at the very least, to your expectations.