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PTC/USER and the RUGs are Putting Users First
by Ed Stevenson, Director of Regional User Groups
Over the past year and a half, PTC/USER has been working hard to develop more effective ways to support the 70+ Regional User Groups (RUGs) operating around the world. RUGs are independently run organizations formed by PTC software users in a particular community or geographical area.
In my role as a PTC/USER director, I’ve discovered that most Regional User Group leaders struggle with the same issue—how do I take my group to the next level by developing better presentations, better forums, better Industry Partner relationships? To assemble and articulate the best methods for achieving these goals, PTC/USER has launched the User First Initiative—a collaborative program to advance our shared mission of promoting information exchange among PTC product users.
Regional User Group chairs from around the world participate in our annual Leadership Forum to discuss common challenges and solutions.
Members of the advisory council leading the User First Initiative represent a wide selection of Regional User Group representatives: Adam Bush (Southwestern Michigan), Mike Dolan (Northern Ohio), Ron Fridell (Oregon), Carrie Ives (North Texas), and Craig Shott (Tucson, Arizona). Also participating are Kelly Blomquist of PTC and Trish Hudson of the Center for Excellence in Association Leadership (CEAL). CEAL develops new and innovative programs, products and services to strengthen the effectiveness of volunteer and staff leadership teams. I thank them for their dedication in adding the advisory council responsibility to their already heavy workloads.
What does the User First Initiative hope to accomplish?
User First is about bringing the resources and power of PTC, PTC/USER and the RUGs directly to every PTC customer regardless of industry, location, job description, or skill level. In essence, our aim is for each and every PTC product user to have a local group available for education, information exchange, and support.
To achieve this ambitious goal, we are defining a more formal relationship between PTC/USER and the RUGs. The objective is to develop a consistent and well-documented process that will allow the RUGs to place PTC customers first, and PTC/USER to place the RUGs first. What this means is that PTC/USER will provide broad support to enable RUG leaders to focus their energies on meeting the needs of their members rather than on securing resources and other short-term demands. For their part, RUG participants will have a higher-quality, more consistent experience.
If we can eliminate wasted effort, we can do more with less or more with at least the same amount of time. We have learned, for example, that when the RUG chairs actively pursue the involvement of companies in the area, the level of participation and quality of meetings improve. What this comes down to is that users leave the RUG with more and better Information. The more we optimize the exchange of information, the more value both companies and individuals will find in participating.
What changes has PTC/USER made so far?
In the first round of changes, we’ve constructed a relationship framework that details what RUGs do and what PTC/USER does. This clarity should free up time and ease some of the pressures on the RUG chairs in managing daily operations. We have also implemented a number of infrastructure improvements to facilitate communications among the RUGs, including a community web page that allows members to browse meeting calendars and register for upcoming events.
Our current efforts are going toward assembling a comprehensive resource manual to help RUG leaders set their groups up for success. This document will establish criteria for Regional User Groups that want the support of PTC/USER, including minimum number of meetings per year, costs, and other operational details. Existing RUGs are now in the process of reviewing and commenting on the basic outline of these new rules and responsibilities.
Why should PTC customers get involved with a RUG?
Companies are realizing that it takes more than great tools to develop great products. They need what PTC calls a Product Development System (PDS) that is tuned to their company. A PDS comprises several components that run smoothly together. The competitive advantage now becomes a matter of who can get more with less—less people, less software, and less time.
Meanwhile, sales forces are aggressively selling “solutions” into companies. It is easy to become confused by the alternatives or to overlook options when attempting to pick approaches, people, and processes. Employees have a real need for a neutral forum in which to exchange information. While PTC/USER fulfills that mission on a global scale, users need a similar forum located within a reasonable distance and available at a reasonable cost. Regional User Groups offer a relatively inexpensive alternative/complement to other training modes.
Active participation in RUGs has optimal value—a local, inexpensive forum where real, unfiltered information flows freely. Users receive broad exposure to creative approaches within the software. For example, learning how one company quickly creates toys can help another company learn how to make medical equipment, which helps another company make defense equipment. From personal experience, I can say that I’ve always learned something at every a RUG meeting I’ve attended, and I’ve always left feeling it was worth the time and expense.
What role do PTC/USER’s Industry Partners play within the RUGs?
Today companies that make products that complement PTC software need efficient, cost-effective ways to market themselves to PTC users. PTC/USER’s Industry Partners Program is second to none in providing this broad reach.
What’s more, Regional User Group meetings provide the best forum imaginable for industry partners and value-added resellers. A local meeting might have 50, 100 or sometimes more than 200 PTC product users gathered in one place. As PTC product users are putting together or implementing a company’s Product Development System, this exposure to technology can be invaluable. This is a win for everyone—the industry partner companies get exposure, users learn about new technologies and tools, and the RUG itself has an opportunity to bring in revenue from participating vendors to pay for the cost of the meeting.
Why should I lead a RUG?
Some people become RUG leaders because it “looks good on resume,” while others do it because they like to lead. Still others do it as part of their employment. In my own case, I needed help and couldn’t get it from any other source. That quickly evolved into my being able to help others, which I find personally as well as professionally rewarding. If you surveyed our current RUG leaders, I think you would find the desire to help others is a motivation for many.
As a person who has been involved in forming many RUGs, I can say that the experience has proven to be a great way to meet people. I’ve met most of my professional friends through user group interactions. This exposure has given me a Rolodex full of contacts that I can call any time for perspectives, answers, or just sympathy.
In addition, running a RUG offers unique access to PTC’s senior decision makers. Each quarter, RUG leaders participate in conference calls with PTC senior managers—a rare chance to ask direct questions and receive candid answers about what’s happening with PTC software. RUG leadership also provides great opportunities to build professional skills in public speaking, management, leadership, and business communications. And last but not least, RUG chairs receive fee discounts for PTC/USER World Events.
How do I start a Regional User Group?
Generally you should find at least three people who really want to have a vibrant RUG in your area and are willing to make a two-year commitment to make it happen. Once you’re got your team in place, just contact me to request a RUG “starter kit” to help you get up and running. In addition to myself, several other members of the PTC/USER board and staff have experience running Regional User Groups and are available to help. With your hard work and our support, you will be successful.
If you have any questions or comments about Regional User Groups, I welcome your comments and feedback at ed@ptcuser.org. With your participation, we can make the User First Initiative a reality for all PTC product users. 
Ed Stevenson is Director of Regional User Groups for PTC/USER. He currently works at Pelco in Clovis, CA.
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