Focus deeply on specific use case target solutions.
Too many potential adopters are led to believe that a social robot can just
come out of the box and do most anything and everything. Talking to markets in
broad terms like serving retail, hotels, schools and healthcare is so overused
that the market(s) is numb to the pitch. “Tell me specifically, how and why I
should use this or that robot and the benefits and contribution(s) it will make”.
Too many robot developers rely on the serendipity of the market to identify on
their own the potential and value of adopting a robot. Post-sale the inevitably of not meeting
customer expectations leads to a mismatch and dis-satisfaction.
2. Invest and provide proven business
and consumer ROI models.
Business and most personal decisions are based on benefits. Read ‘ROI’.
Potential customers need to at least have a starting point to assess (model
out) the financial impact and contribution the robot can provide. Even the ‘soft’
metrics for measuring the impact social robots can deliver can and should be
quantified. E.g. the quality of life improvements for elders or reducing pain
and anxiety in children can be established.
3. Face head on providing solutions and
guidelines to the regulations, liability and ethics that stifle robot adoption
and deployment.
Recognizing that introducing a robot for any use, brings with it true concerns
for potential mishaps, security or privacy breaches and ethical concerns. In
some industries it might be general liability if for example a robot spills hot
coffee on a customer. In other
industries, the regulations are significantly more rigid such as HIPAA privacy
in health care. These issues a cannot be ignored, overlooked or left for the
customer to navigate alone. Clear guidance and policies need to be prepared and
be ready for customer presentation and evaluation.
4. Recognize that most businesses and
organizations are not staffed with the skills to evaluate and adopt robots.
We are still way early in the robot adoption game when it comes to having
‘knowledgeable buyers’ to work with. This means that deep buyer ‘skill
capacity’ fears exist and surround the many selection and support issues regarding
robot adoption. Being prepared to document the skills required, the training
program resources available and the mutual obligations and commitments
expected, and the daily robot management guidelines are just a few of the
meaningful value-added components needed to ensure successful sales and
on-going satisfaction. Experience teaches that too many robots are purchased
without a clear understanding of what is ultimately required.
5. Do not push robots into the public
domain that simply do not yet ‘fully’ work.
Sadly, this issue speaks for itself.
6. Put in place a customer service/support
model.
We are still in the age of ‘robots’ in the wild’. The litany of issue is
manifest. Breakdowns, failures, abuse, a robot’s confusion with the surrounding
electronic and physical environment, quality of connectivity are but few. What
is the plan for repair? What is the method and cost of repair? How long do
repairs take? Where do repairs happen? Who handles the repair shipping
preparations? Who pays for the insurance coverage of repair shipments? These
are but few of the mutual obligations robot adopters need to address and make
clear.
7. Focus on partner success rather than drive
to build up channel partner inventory.
It is hard to find a robot developer organization that understands the
value of channel partners and seeks to establish a true partner relationship. First
question from too many robot manufacturers is all too often: “How many of our
robots will you inventory”? Second question is: “What are your forecasted
sales”? Good gosh, most re-seller partners have not even been given the
opportunity to test drive a robot they may have interest in before these
questions are asked. Re-seller partners can be a valuable contributing resource
towards all of the above noted issues. If you are not willing to invest in a
partnership do not do one.
8. Understand that in the overall that
the number of robots forecasted to be roaming the streets and used in homes is
untenable.
Reflect on the nature of the true reality of the market. It is a
marketplace that is over-hyped with adoption volume forecasts. Think about it.
If the number of robots forecasted to be deployed were realized there would be
no room on the streets or in homes for people.
If you wish to successfully compete and survive re-read items 1-7 above.
Mike Radice is Chairman of the
Technology Advisory for Robotteca.com and ChartaCloudRobotics.com. Mike can be
reached at info@chartacloud.com
