The Art of Switching

Switching is a lot like Mixing- only the customer can say if the results are great.Switching is a lot like mixing music - the tech needs to be an expert on ALL the controls- but only the person listening to the CD or performance (the Customer) can say whether or not it's sounds great.

Even before the term "Switcher" became popular with more and more individuals becoming attacted to Apple's iPhone and Mac products, time-sensitive individuals everywhere avoided switching from computer to computer at almost all costs.   Why?

When we get a computer or a phone, we take time, lots of time, to get it working just the way we need it.   From software installers, license keys, organization of data, network settings, the list goes on and on.   How many of us keep a journal and itemize all of these changes?   I sure don't (my technicians do for some customers- but that's another story).   

When it's time to switch computers, power users never look forward to the disruption. Even the most tech savvy users don't look forward to the process.  Unless they have nothing better to do, that is. But if they're chasing down new business, have volumes of email to manage, AR and AP to process, or just as important, have personal things to do, like spending some time with their kids.  I speak from experience.  I've helped thousands of individuals switch from one computer to another, from Mac to Mac, from Mac to PC, from PC to PC, and even though I'd consider myself an expert in the process, I personally need someone to do it for me because I'm too busy.   The real problem for most users is that they don't remember what all the changes were. So they do the worst thing they could possibly do: They leave it up to the tech.

Most techs in the industry hear "Switch me to that new [Mac, iPhone, PC... etc.]" and they immediately start flipping switches.  They immediately start configuring, transferring, updating, migrating, all of it based on what makes sense to them.   When they're "done", is the switch complete according to their technical definition, or according to your definition of what "done" means.   Do they take the time to anticipate your needs, and create a list of results that you as the customer will test at the end?   If they haven't done this, and are only operating off a list of actions and activities, not results, then you have better chances coming back from Las Vegas with big wins then you do of walking away prepared and productive again.   

My father was a musician, and he explained that the process of mixing and mastering is every bit as much about the environment that the music will be played in as it is about the music.   True audio mixing masters know this.  They know their customer.  Make sure your technician knows you and your environment before changes to your technology, especially when switching.