Simplifying complex solutions while addressing diverse customer needs can be a challenge.
Thankfully, Gamma never turns away from a challenge, and we’ve taken a significant step in making life easier for potential customers with the introduction of Gamma Elements. This new framework is designed to streamline the company’s offerings, making it easier for customers to navigate and utilise the vast array of services Gamma provides. Chris Wade, Chief Marketing and Product Officer at Gamma, offers deep insights into how and why Gamma Elements was developed, and the impact it’s set to have on customers.
Simplifying the complex
Gamma offers a wide range of products and services, each designed to address specific business challenges. However, the sheer volume of these offerings can sometimes make it difficult for customers to see the bigger picture. Chris reflects on this challenge, saying that when seeing everything Gamma does written down, only some may understand it all. With “FTTP this, ADSL that, ISDN this… CIOs know it inside and out. But you’re not always speaking to a CIO. You’ve got to convince a procurement guy, a business guy. You need to speak the customer’s language.”
This realisation led to the creation of Gamma Elements, a more intuitive and customer-focused way of presenting Gamma’s offerings. The goal is to shift the focus from technical jargon to the actual problems these products solve. Chris continues, stating how this new route means Gamma can “become a bit more human about things” as people start to understand what Gamma does and what problems are solved.
Suddenly, “you realise that there are groups of things that we do… we enable, connect, experience, secure – a toolbox for a reason. They are descriptors of what each element does.”
Bridging the gap between technology and customer needs
One of the key benefits of Gamma Elements is its ability to make Gamma’s offerings more accessible to a broader range of customers. Whether dealing with a large enterprise or a small business, the framework is designed to guide customers toward the solutions that are right for them. Chris explains how “Elements is critical in helping [Gamma] put together the portfolio in a way that resonates with customers.”
For Chris, Gamma needs “to be able to speak the language of any of our customers so that if… a large government department comes to us, or the garage around the corner, they know that Gamma’s a place where they can get connected.”
This approach not only simplifies the decision-making process for customers, but also guarantees that Gamma can deliver tailored solutions that address specific business challenges.
Enabling customer-focused solutions
Gamma Elements is about simplifying product offerings, sure, but it’s also about enabling Gamma to deliver more focused and effective solutions. Chris emphasises the importance of aligning the entire organisation behind this new framework. In Chris’ mind, “you get one label. You can organise and focus and drive the whole organisation behind a set of strategies that bring together those elements into the final piece, which is solutions.”
Once that has been established, “you go back to human language, solving problems, driving outcomes, making it consumable, and giving us, as an organisation, the chance to drive people to the best outcome for themselves and for us.”
This holistic approach allows Gamma to streamline its operations and ensure that every product and service is aligned with the company’s overarching goal of solving customer problems.
The strategic value of partnerships
Gamma Elements also plays a crucial role in how the company leverages its strategic partnerships with industry giants like Amazon, Microsoft, and Cisco. These partnerships are critical to Gamma’s ability to offer cutting-edge solutions, but the challenge lies in integrating these technologies in a way that makes sense for customers.
Chris discusses this, saying that an organisation like Gamma can “identify places where our own IP or our own uniqueness can add value. But it’s not in the hyperscale, technology-driven innovation type things. It’s about business model innovation for us with ease of use.”
He continues, stating how critical those partners are, as “they’re the people who can go out and spend billions of dollars on an acquisition that changes their game overnight.” By being partners with them, Gamma can benefit from that too and, when going back to the Elements and solutions, “you’re able to go… this is the right vendor for this one… we can create a solution that allows you to leverage those two best-in-class and three best-in-class experiences.”
Gamma Elements, therefore, not only simplifies Gamma’s offerings but also enhances the company’s ability to integrate and deliver best-in-class solutions from its partners. This ensures that customers receive the most advanced and effective solutions available, tailored to their specific needs.
Looking ahead: the future of Gamma Elements
As Gamma continues to evolve, Gamma Elements will be at the core of its strategy to deliver exceptional customer experiences. Chris expresses confidence in the future, especially “if you look at the level of investment that people have made behind those platforms.” In terms of delivering outstanding experiences for employees and customers, “there’s so much mileage coming”.
The final word
Gamma Elements represents a significant step forward in how Gamma approaches its product offerings and customer interactions. By simplifying complex technologies into intuitive, customer-focused elements, Gamma is better equipped to meet the diverse needs of its clients. This new framework, combined with strategic partnerships and a relentless focus on solving customer problems, positions Gamma to lead in delivering tailored, impactful solutions.
As Gamma moves forward, Gamma Elements will continue to play a central role in the company’s mission to provide clear, effective, and innovative solutions that resonate with customers and drive long-term success.