The Service Edge

We exist to serve. It's a simple mantra, but what does it mean? Most web analytics vendors will preach that it is imperative for a company to place the end user at the epicenter of its business model. But how many vendors truly place their clients at the center of their own business models?

I am convinced that the service edge will be the next big fault line in web analytics--the one that will ultimately separate the leading lights in our field from the also-rans. Client servicing done well will be the biggest competitive advantage a company can leverage--greater than metrics, applications, and marketing combined. Whether yours is a purely behavioral approach with data-heads crunching bounce rates and tracking conversion events, or you're a survey-based vendor more adept at probing the intricacies of open-ended feedback, no factor will be more crucial to your continued success and growth than your ability to make yourself not just relevant but indispensable to your clients.

What is the right recipe? It’s equal parts dedication, rigor, flexibility, and attentiveness. To that end, we strive to keep a constant, unimpeded channel of communication open between our clients and us. We don't just shepherd them through the numbers or send out staid, periodic data updates. We make human links with them. Whether through blogging or client touch points, we reveal who we are. Where other companies use touch points as opportunities to indulge in corporate doublespeak, we level with our clients and leverage the values of openness, sincerity, and continual improvement. We put ourselves at our clients' disposal and, in doing so, we build relationships with them that are not easily cast aside and stand the test of time. And, above all, we make it our business to know their business.

We do this because we know that, while our competitors may be worthy adversaries with reputable metrics, the iPSI is growing rapidly, and the gap between metrics will soon narrow to the point of non-consequence. The factor that will then set iPerceptions apart is its indelible commitment to providing peerless service to its clients.

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