Listening to customers is a strategy that often sounds good on paper but is soon overshadowed by other areas of business or trends. Hyland, however, remains laser focused on making sure customer success is the key to product improvements and a core component of the company’s culture. We spoke with Drew Chapin, CMO at Hyland, to learn more.
How would you describe Hyland in six words or fewer? How does Hyland help customers create a better experience for end users?
Hyland helps customers deliver better experiences. We do it by automating manual and complicated processes, which allows people to focus on their purpose rather than a manual task or process.
Customer expectations have changed: As customers enjoy the convenience of services like those that Amazon provides – where you can quickly get what you want with the click of a button – they’re now expecting that same experience from their work technology. Hyland strives to take many of the manual and complicated tasks off their plates so that – among other real-life use cases – physicians can treat patients better, insurance agents can process claims more efficiently and higher education institutions can better serve their students.
What sets Hyland apart from other players in the industry?
There is confidence that we’ve earned from 30 years in this space, and our ability to deliver consistently. What also differentiates us is the breadth of product features, flexibility and the ability to configure our solutions. We give our customers options that meet their needs, such as low- and no-code solutions, our open-source Alfresco platform and other innovative products, like our digital asset management offerings through Nuxeo.
We have a customer- and employee-centric culture, with which we have been able to attract and retain a very talented and deeply experienced workforce. We learned a long time ago that happy and engaged employees deliver amazing experiences to customers, and we believe that investing in our employees will deliver value to our customers in a meaningful way.
Tell us about the X factor and Hyland’s partnership with Xander Schauffele.
We started our partnership in 2019. We view X factors as the things – sometimes they’re big, sometimes they’re small – that give you an edge over the competition to help you win.
Xander is looking at all aspects of his game – driving, tee-to-green, bunker work and putting – to earn any little edge he can to help him win. Our customers are doing the same thing. They’re looking at business processes and trying to optimize those to better serve their customers.
Why is customer experience so important to Hyland, and how is it one
of Hyland’s X factors?
Every company says customer experience is important to them, but positive customer experiences must be earned by companies through the effort they put in. We work to show and prove our dedication to our customers every day. Our former CEO (now retired) would say, “I would run through a brick wall for a customer.” That’s a little bit of a brute force way of explaining our obsession with a customer’s success, but we back up that sentiment by making investments not only in the products and solutions that we deliver but also in our other engagements with customers every day.
How has this focus on customers helped a customer achieve a goal
or solve a problem?
We hear time and again from customers that they enjoy working with us because of our commitment to their success. One of our customers is a leading fashion company with about 6,000 retail locations in more than 40 countries. With 17 different digital asset management tools used by various brands to locate images for advertising and other product promotions, it was impossible for the customer’s IT department to manage them all. With our assistance, the customer’s 17 digital asset management tools were consolidated onto one single platform, which dramatically improved the company’s ability to efficiently manage its digital asset inventory.
What challenges do your customers face in their digital transformation
As companies grow, their needs tend to be met through various technologies, which can lead to a siloed mess of applications and data. Organizations don’t work well that way, yet software companies tend to sell to a specific department, such as Marketing or Sales or, if it’s a hospital, the radiology department, for example. For a hospital, for example, digital transformation means the ability to pull together all necessary information so that doctors can better treat their patients. Hyland is focused on building integrations into key line-of-business applications to help organizations pull and deliver data and content where it’s needed in the context of a particular business process. Another trend is customers are demanding the same kind of digital experiences in their work life that they have in their home life. In the old days, customers provided their contact information so you could reach out and start doing business with them. Now people are exploring different solutions on their own and don’t want to talk to anyone until they are ready on their own terms. We have to meet customers where their needs are, and that’s where Hyland is continuing to invest.
To learn more about Hyland, visit us here.
About Drew Chapin, CMO, Hyland
Drew Chapin has served as senior vice president and chief marketing officer at Hyland since June 2012. Previously, Chapin held various top-level leadership positions at SAP North America, Computer Associates, and Hewlett-Packard and was a captain in the U.S. Army. He is also an avid Cleveland sports fan, and when he’s not working, he enjoys golfing, running, and spending time with family.