Print IT Reseller - issue 52

PRINT IT RESELLER.UK 41 VOX POP Continued... We want every customer to receive exceptional quality from initial purchase through every touch point with us Nigel Allen, Marketing Director, KYOCERA “As the majority of our business is indirect we focus on retaining channel partners. Our mission is to be the ‘partner of choice’ and you can only achieve that by delivering good service and being very open and transparent, even when things don’t go well, which sometimes happens. We do have a business development team which creates new business opportunities for our partners and we ensure that activity is separate from the core business.” Carlo Longhi, Director and General Manager, Indirect Channels UK & Ireland, Xerox “Both long-standing and new logo customers are equally important to us at Xerox. We focus heavily on supporting our partners to retain, grow and add new customers with various programmes and incentives to help them drive balanced performance. “It is critical that our partners retain their existing customer base and get broader and deeper into existing accounts while also adding new logo clients to ensure that they have a healthy and growing client base. Digital transformation is a key opportunity in both areas and we continue to equip our partners with new offerings and training to enable this. For example, last year, we hosted a series of Future of Work forums for our channel partners to give them an insight into how their technology can fit into a changed landscape. These events came with a Future of Work Forum Kit providing partners with everything needed to plan and execute their own event with suggested venues, sample invitations and agendas, presentation materials, imagery, equipment recommendations, logistics and budget guidance, social media assets and even public relations support.” Tatsuo Murakami, Managing Director, RISO UK “Customer retention and customer acquisition are of equal importance to RISO UK. In simple terms, that’s why we continue to invest in our new business teams, and the account teams who look after our customers.” Lars Hargaard, Marketing Director, OKI Europe (UK & IRELAND) “Keeping our customers happy, from individual home users to global enterprises with users across different countries and market sectors, has always been our top priority. However, it’s more than just providing a ‘low effort’ experience – it’s more about adding value, engaging the customer so we can help enhance their business in ways perhaps they hadn’t even realised were possible. We also aim to build long-term relationships so that we can help their business grow over time. “We want every customer to receive exceptional quality from initial purchase through every touch point with us and to feel they are as important to us as if they were our only customer.” Zana Gradus, Managing Director, Systems Technology “As with all sectors, the internet has given access to more information and buyers have more knowledge at their fingertips. We sent out a survey a few years ago to our client base to get a better understanding of why they buy from us. We soon realised our clients see us as a service company – we take care of all of their printing facilities and they just do not need to think about it, therefore giving them more time to do what they are best at. “So, with existing clients we offer customer excellence and always go the extra mile, treat every client as if you just won them. So we don’t see a difference between customer retention and new clients – if you put the hard work in, then it gives no reason for them to move away, then reputation will help you win more new business.” Mark Smyth, Chief Operating Officer, Vision “We continually analyse our mix of new business and existing customer business, alongside upgrading and churning our current clients. This ratio has varied over the years with specific business drivers aimed at client retention. Compensation drives sales behaviour and the guidelines we set to drive retention are essential. It’s all about striking the right balance that aids client retention, whilst acquiring new clients for continued growth, and it is harder than ever to win new clients in our current market. “We are seeing new clients going to market with minimum standards required, from IT security and certifications, Quality Management (ISO9001) and Environmental Management (ISO14001) certifications, Health & Safety Certifications and so on, and when these minimum standards are not met, you are likely to not meet the required qualification and be included in the selection process.” Adrian Low, Group Service Delivery Analyst, Midshire Business Systems “For us at Midshire, we absolutely pride ourselves on our service, and when it comes to customer retention it’s our service that keeps our customers coming back. It’s our job to ensure that our customers have a smooth, ‘low-effort’ experience with their technology. “As for acquisition, when a prospect gets in touch with Midshire, we go above and beyond to make sure they get the best solution, in the fastest way possible. So, our service speaks volumes, and when the prospect is converted to a customer, that same service nurtures them to retention.” Tatsuo Murakami Nigel Allen Adrian Low