Constructive Disruption - winning strategy Zane Benefits'

Constructive Disruption - winning strategy Zane Benefits' -

Some he a few weeks ago, I had lunch with a former CEO of Uber, the well-known disrupter of the taxi industry. Once he understood the Zane Benefits strategy to disrupt the industry of health insurance by the employer, he leaned chuckled and said something similar to: "I bet that insurance brokers react similarly to taxi drivers. "

this led to a very interesting lunch and gave me the idea for this position.

large companies today earn disrupting obsolete industries. But when we challenge an existing model, we (and Uber Zane benefits) shaken therefore existing players. existing players, then together to launch an attack defense. prosecuted. the smear campaigns. disruptor anti-regulation.

Since 07, despite being 100 percent compliant, Zane Benefits was accused of being illegal by most insurance holders. How Zane Benefits has survived these attacks defensive? We use a three-step process we call Here's how it works "constructive disruption".

No. 1: Be Truthful and Transparent

When disruptors challenge the status quo, questions concerning the legality or legitimacy of the disrupter often arise. We live in a world where corporate secrets can be settled in minutes. with Twitter, Facebook and LinkedIn, it is only a matter of time before the public discovers the truth about a company. the most powerful tool to meet the legal challenges of legitimacy and transparency is associated with authenticity :. Tell the truth and make it accessible

Example: Airbnb caused massive disruption to the hotel industry by significantly undercutting the prices charged by existing suppliers While this is not illegal in itself, some locations. may violate local housing laws and regulations. This is a question that the holders of the hotel industry are quick to point out. How Airbnb has handled customer concerns? Transparently and honestly. A Google search for "Airbnb is legal" returns a result Airbnb itself with links to specific regulations in the city. This strategy works. According to The Economist, if Airbnb continues to grow at its current rate, by 2016, it will gain 10% market share of its hotels existing activities.

transparency and honesty strategic, particularly in response to legal concerns or legitimacy, said customers . better informed and more confident following some of the steps we have taken:

1. We posted our compliance approach publicly and regularly our Blog .

2. We wrote book our solution, published by Wiley (2014).

3. We maintained an updated set of frequently asked questions about our website .

4. We launched a dedicated "Compliance by Design" section of our website.

5. We supported our solution with a verification assurance program.

No. 2: Respond quickly and thoughtfully to attacks

When disruptors are successful, we against undercut existing business models and the anger of incumbent operators in the industry. Unable to compete successfully with the new entrant, the incumbent operators come together to launch smear campaigns. "If you can not beat them, smear them," they say

Example :. Holders "drivers" hate Uber. They can not compete on price, convenience, or quality. In response, taxi companies have launched an aggressive smear campaign targeting potential security issues Uber. It is called "Who You Driving?" Sponsored by none other than the Taxicab, Limousine & Paratransit Association. How reacted Uber? Quickly and thoughtfully. That same month, Uber launched its own "I'll Driving" campaign and issued a section of its website dedicated to meet customer security concerns. The website describes the background checks "rigorous" required for drivers Uber and goes out of his way to present the riding safety advantages against the traditional with Uber taxi driver.

Quick and thoughtful responses to competitive attacks increase the confidence of our customers and give us the opportunity to highlight the benefits of our solution some of the measures we have taken.

1. We respond thoughtfully to all emails and incoming phone calls, regardless of the tone of emailing or calling.

2. We allow comments on our blog articles to enable the transparent conversation.

3. We respond thoughtfully and transparently to all blog comments, regardless of the tone of the speaker.

4. We engage in Social Media on a daily basis.

No. 3: Focus on the customer

The industry is open to rupture when customers are underserved by the incumbent. All disruptors that succeed have one thing in common :. A relentless focus on the customer

Example: Google, the search engine giant that everyone loves to hate. Many individuals, companies and political organizations accuse Google of being ill because of the way he enjoys the users' information. Does Google wavered? Nope. He continues to "focus on user" and allows the rest to follow. Does Google collect information about us for profit? Yes. I am one of the people who give them. What I get in return? impressive free services, from Gmail to YouTube.

Winning the war against the inflamed holder requires undivided attention on the client. Here are some of the steps we have taken:

1. We respond to our calls customer in a cycle .

2. We dedicate a customer success manager to all customers.

3. We develop and maintain Online Software that is easy to use and always available.

4. We release new features and improve the software based on customer feedback and ideas .

Have you successfully disrupted before? Do you have any other ideas?

Share your story and thoughts in the comments below.

Tweet