Customer service has always been a must in business. These days, however, the seamless anytime, anywhere convenience of consumer apps and devices has raised expectations among commercial buyers too.
“We’re in the midst of a changing dynamic when it comes to customer experience,” observed Carolyn April (pictured), senior director of industry analysis at CompTIA, in a presentation on the importance of customer and partner experience in achieving channel success.
To make matters more complex, she added, older buyers and younger ones have different communication preferences, ranging from phone calls and emails to text and social media platforms.
“Give them various avenues to be able to get in touch with you if they have a technical problem, or if they just want to talk to you,” April advised. “It’s a competitive differentiator.”
What you communicate to customers is as critical as how you do, she noted. Business executives with little to no technical aptitude are increasingly making IT purchasing decisions, and their eyes will glaze over if you talk bits and bytes with them.
“It’s important for you to have the flexibility, especially within your sales staff, to be able to have the right kinds of conversations with these people, because they’re not the same conversations that you would normally have with an IT staff and the IT director and anyone that would have been your procurement go-to in the past,” April noted.
More Galleries like This
All three companies published new research studies at CompTIA’s 2017 ChannelCon event today. Here are a few of their most interesting findings.
In addition to its brand-new cyber protection portfolio, Acronis had aggressive partner recruitment targets, plans for the $147 million it recently got from Goldman Sachs, exit planning, and charitable giving on its mind.
An updated security awareness training solution from Webroot, an enhanced SD-WAN solution from Citrix, and a forthcoming mobile DNS filtering product from WatchGuard are our final trio of product-related stories from last week’s giant security confab.
A first-ever partner engagement manager for Compliancy Group, a more customizable interface for Secure Now!, and RMM integration for Buffalo Americas’ remote management tool are among the topics exhibitors discussed during last week’s conference.
If you simply can’t get enough vendor news from this year’s CompTIA ChannelCon event you’re in luck. We’ve got one last round of updates for you from ESET, ID Agent, Intermedia, and Barracuda MSP.