Recently, I was at dinner with some friends and the topic of smart home technology came up in the conversation. Immediately one of the ladies at the table said, “Don’t mention smart home technology to me! I have a smart home and I regularly get locked out of my own home!”

This conviction is, sadly, not unique. I regularly hear from friends, family, acquaintances, and certainly from various roles I have held in the industry over the years, that their ‘smart home’ experience was anything but that. While the above example certainly is not representative of the professionalism in the entire custom integration industry, it is representative of what can go wrong and the impact on consumer interest in our technology.

When a bad experience occurs with a smart home project or more simply, an AV or security installation, the reverberation effects can be extremely damaging to our industry and potential customers. In fact, researchers estimate that 95% of consumers who had a bad experience (with any service or purchase experience) will share the poor experience with others.

I have heard many consumers over the years declare, “Whatever you do, don’t put technology in your home. It will make your life miserable.” The last thing our industry needs is a group of dissatisfied consumers telling their friends and family to avoid technology.

Of course, this is not always the case. We have an industry full of highly talented Integration companies and professionals. However, as with any industry or profession, a few bad apples can spoil the positive vibe for the entire profession.

The Future of Digital Lighting & Control

As a custom integrator, lighting is in demand. Effective communication, education and showcasing the value proposition of LED light fixtures in conjunction with integrative control systems are the keys to overcoming challenges and closing sales in this specialized market. Join us as we discuss the future of digital lighting and control with David Warfel from Light Can Help You and Patrick Laidlaw and Mark Moody from AiSPIRE. Register Now! 

Unfortunately, I don’t have a magic solution to the concern and problem. Rather, I believe it is something we should collectively explore and collaborate to develop ways to ensure better technology experiences for customers.

A few areas for our industry’s knowledgeable and talented integrators to explore when it comes to elevating professionalism may be as follows:

Further Training, Education and Certification Work

I’m a strong advocate for training, education, and certifications – not to mention low-voltage/power limited licensing. This type of accreditation is important through our industry resources and government, but also through manufacturers and third parties. Additionally, each of us and our industry should be educating consumers on the importance of licensing and certifications, and vetting companies and contractors for the proper qualifications.

While this will not provide 100% assurance of an outstanding experience for the consumer, it should provide some form of credibility regarding a level of dedication to professionalism by the business and its owners. Not to mention weeding out some of the quacks!

Manufacturer Verification to Avoid Unqualified Dealers

Many manufacturers require training and certification, prior to officially onboarding their dealers. Further many have tracking in place to monitor the level and nature of technical support required by each of their dealers.

Mechanisms can and should be in place to filter out dealers who may not be qualified or technically capable of deploying and/or programming their products in a manner that properly represents the brand.

I have witnessed remarkably poor home automation and distributed audio/video systems. For instance, recently I visited a restaurant with 12 (8-Ohm) Speakers on one 2-channel amp. When the pre-amp failed, they simply removed it and told the owner to use the gain controls on the back of the amp to adjust the volume. Certainly, a dealer with the right qualifications, experience and professionalism would have never seen this as an acceptable practice or standard of excellence.

Raise Bar for Professionalism with Accountability

It is our responsibility as an industry group to influence our peers in being accountable for the level of professionalism they exhibit. I understand this is a tricky subject and I am not endorsing knocking on your competitor’s door to berate them. However, we can certainly lead by example and raise the bar for the level of excellence to be expected of a respected professional in our industry.

I would often tell a potential new client when discussing products I had recommended: “I chose these products based on years of experience and thorough evaluation, to ensure the best possible experience for our clients. At the end of the project, I want you to hold me personally responsible for how easy and enjoyable your system is to operate.”

Pete Baker, The BIG Corp.

There may be several ways to accomplish this or influence our industry. First: Promote your certifications and licensing on your website and possibly elsewhere, like company vehicles, advertisements, etc. Add a comment/call to action for the consumer such as, “When interviewing contractors for your technology needs, be sure to check for the licensing and certification credentials, as you see for our business.”

Second: Promote testimonials from satisfied customers on your website, in your showroom, maybe even one on the back of your business cards. Raise the level of expectations for the prospective client when they see your brand.

Third: Promote your commitment to customer satisfaction. Some integrators do this by offering free service calls for a period, others demonstrate this in their tag line. “We Make Entertainment Easy” was the tagline for my former integration company.

Accountability is not just for our peers but also for us and our businesses. I would often tell a potential new client when discussing products I had recommended: “I chose these products based on years of experience and thorough evaluation, to ensure the best possible experience for our clients. At the end of the project, I want you to hold me personally responsible for how easy and enjoyable your system is to operate.”

Simplify System Design for Improved Usage

I’ve been involved in control and automation for several decades and am CEDIA Subject Matter Expert (SME) for user interface design. Over the years in various roles, as an integrator taking over a project, and working for various home automation manufacturers, I’ve seen some magnificently over-complicated system designs.

I recall one visit with an integrator and shortly into the meeting the owner stated, “If we’re going to continue selling your home automation brand, you need to make the programming process more efficient.” I was a bit surprised by his comment since the programming process for this brand was quite efficient.

As the conversation continued, I learned that his programmer had spent over a week programming the remote for a single-room system, with basically a TV and a few sources. I asked to please meet with the programmer and view the system file and was shocked to learn that there were over 200 pages for the remote control.

Obviously, the consumer will never use all 200+ pages in this UI and it will only over-complicate the intuitiveness and ease of use to navigate daily operation of the system. While this is only one example, I’ve seen countless other instances of system designs that were way over-engineered and far too complex for the home or business owner. I would often test my system/user interface designs by handing the remote control to my 80-year-old mother-in-law and asking her to navigate the UI.

As an integrator, I would state to potential clients, “No matter how sophisticated you would like the technology in your home, I promise it will be easy for any member of your family to operate the system.”

This is an extremely important topic, as many consumers are nervous about technology and are worried they won’t be able to turn on their TV or enjoy similar daily activities with a “high tech system.” If you can assure them during the initial client meeting that your system (and design) will be easy and intuitive, it will have a significant impact on your likelihood to win the project.

This is certainly not a comprehensive list of potential solutions to elevate our professionalism, nor is it written in stone. I would welcome your input on how we can collaborate to elevate our industry and ensure an outstanding experience for consumers enjoying their technology.

The goal should be that each consumer absolutely loves their technology and tells every friend and family to add the same system(s) and products into their home!

• Page 1