Before transitioning to a DIY model, it is important to consider any potential challenges you may face along the way.
These challenges can be external where you will need to consider how your customers or audience will be affected, or they can be internal affecting how your day to day operations are run. Regardless, outlining any potential roadblocks while transitioning will be important and required to successfully go DIY.
In this blog, we will outline some potential challenges you may face in the process of going DIY.
So, what are some challenges businesses face when shifting DIY?
1. Curating product content
Having a DIY business model requires that you have content that is easily accessible to anyone that needs it. As well, this content must be easy to understand should your audience need some assistance.
Product content includes information like DIY manuals, support documentation etc. that customers can access to guide them through your product. This content is the only element of the customer experience that a customer interacts with at every step of the customer journey, so it is extremely important.
Prioritizing product content can be tricky especially if you do not have a dedicated team that can curate this type of content. It is crucial to make product content a top priority, at this stage in your DIY transition, as content is what helps your customers to become truly DIY.
2. Team collaboration
Another challenge you might face when shifting to DIY is collaboration across teams. In order to go successfully DIY, your departments must be aligned and work closely together. This includes: customer experience, customer support and content writers.
These teams must be able to work together in a way where they can collaboratively arrive at the same goal. Customer support wants to reduce support cases, customer experience wants a smooth and intuitive customer journey and content creators need to create the content responsible for fostering DIY.
3. Resource/technology constraints
Having the right resources and technology can be another challenging factor when it comes to going DIY.
This also ties into product content curation, but on top of that having the necessary technology to build a product conducive to a DIY environment. Does your technology allow for your customers to use it fully self serve or are there roadblocks? Are there resources your customers can access while using your product, should they need help? These are questions you need to consider and ask when appropriate, throughout your journey to becoming fully DIY!
4. Audience/customer consensus
Lastly, an important factor to consider when transitioning to DIY is having customer consensus. Are your customers motivated to go DIY and are they capable of doing it themselves once you have converted your business to DIY. What are the most critical areas of change that will demand new support content that will help guide your customers through the DIY process?
It’s important to get this insight from your customers during your DIY transition so that you can build a customer experience that will set your customers up for success.
About the series authors
The team at Adacado have been pioneering Dynamic Creative and programmatic advertising since late 2009. It all started as a platform with full service, where creative costs scaled into crazy 6 figure numbers. From the get go this made no sense at all, however big brands and agencies were satisfied, at least at the moment in time. Adacado knew this was not sustainable and began almost immediately shifting to self-serve and now to a fully DIY advertising platform that allows an agency or brand to create and launch a campaign in minutes.
Sounds like an instant success. No, we are not quite there yet! In fact we are a frustrated group of people as we watch in amazement, while prospective customers glow about its capabilities and ease of use…. But when it comes to rolling up their sleeves and doing the job (becoming DIY) they procrastinate, stall, ask for help, almost everything imaginable, except getting the job done themselves.
Thank goodness for our customers who recognized the proverbial opportunity of DIY, have figured out how and why to use Adacado, and have quickly become perennial customers with ever increasing usage. They keep our hopes alive.
So why not everyone? Not sure, so the journey goes on… Adacado continues to improve and educate, and has decided that perhaps the basics of DIY are not that obvious, so we have set out on a venture to learn more and more about DIY, and pass on our learnings, with the hope that it will encourage more people to become DIY with more things, including advertising.
We hope you enjoy the series!
The Adacado Team
