This week I sat in on two strategy calls with clients in which we discussed sales, marketing and go-to-market strategy for new products that they are launching. Uniquely, the products from each of the clients provide services to both end-users and… end users.
I know that this is confusing, which is why I'm bringing it up. In each of the cases that we discussed, the client is marketing to the end user (the traditional AV/IT end user, i.e., you) and to the user that is actually utilizing the product. In the beginning of our conversations, we referred to each of these different users interchangeably with the same term: end user. Eventually we got around to saying "end-user customer" and the "product user," but it took a good 10 minutes to define the terminology so that both our team and the client team understood who we were each referring to.
I’ve noticed this problem as we focus more on user experience and ease of use in AV installations. What do we call the users of the technology — the employees of your company that are interacting with the technology? Because you aren’t the ones that are actually sitting in a conference room turning on the display or standing in the lobby in awe of the recent LED display installed to impress customers when they arrive in the building.
Let me know when the industry decides on a term! Or use this one: muggle 🙂