Print IT Reseller - issue 52

01732 759725 40 VOX POP Phil Madders, Managing Director, Print Audit Europe “Our business model at PAE is built on a subscription model which means that if we don’t look after our customers they can end their subscription and stop doing business with us. This instils a real focus throughout our organisation to look after our customers from acquisition through our entire partnership together. “Our retention rate is very high, and we tend not to lose customers unless they are acquired or cease trading for whatever reason. Last year we lost nine customers out of 657 dealers across Europe and our base grew by 13 per cent year on year. In terms of longevity we still work with two out of the first three customers we signed up 17 years ago. The other one was acquired and actually became part of an organisation we also work with. “The other aspect of a subscription based offering is that the sales cycle is completely changed. Instead of trying to sell more, we find our energies devoted to trying to get the most out of the subscription. This means we have a vested interest in helping our dealers grow, as if they grow, so do we. Our customer objectives are completely aligned with ours which makes our retention programme critical in terms of our growth. “I would not be so complacent as to say that we have cracked it – but if you can continually supply products and solutions that make your customers more efficient and competitive, and balance this with providing excellent support it is a great balance. Is the subscription model relevant to our dealers? If it isn’t today it soon will be as the growth of SAAS models continues and we all get used to Office 365, Google docs and Spotify.” Michael Burke, Managing Director, Purpose Software “Purpose Software has the market’s largest portfolio of software solutions and committed to an ongoing programme of enhancement for each product. This ensures that we continue to meet the evolving needs of our customers and enhance the return on investment for each of our product lines. It also means that customers can look ‘within’ Purpose Software when they are ready to change – options within rather than searching elsewhere. If we look after them they will look at our other products first. This also makes a compelling proposition to assist in the new customer acquisition process.” This month, a panel of print hardware and software vendors and resellers, talk about the importance of customer experience Mike Anderson, Head of Marketing , Brother UK “Today, decision-makers have an abundance of choice and information at their fingertips, which means IT suppliers have to work just as hard to retain customers as they do to win new clients. Vendors and resellers can’t afford to rest on their laurels just because they’re the incumbent supplier. Getting the right balance of targeting new customers and retaining existing ones is important to help our company grow, and we’re careful not to prioritise one over the other. “For retention, one of our key aims is to build valued partnerships with our existing customers. One way we do this is by continuing to deliver on the promises we made at the point of winning their business. We’ve invested in a service team and a dedicated call centre to make sure our ongoing support for our existing customers is second to none. “In terms of winning new business, we’ve invested in our lead generation strategy to make acquisitions as seamless as possible. Having a thorough understanding of the customer’s requirements and their common pain points is essential, and we don’t instigate meetings until after we have these nailed down. “This is a long-term strategy and investment is being managed accordingly, but there is a healthy balance between management of new and existing business at Brother UK.” Does customer experience matter? Having a thorough understanding of the customer’s requirements and their common pain points is essential PrintIT Reseller: It’s been well documented that it’s much cheaper to retain a customer than it is to acquire one, and clients who have a ‘low-effort’ experience are more likely to buy from the business again. How do you balance your priorities – customer retention vs. customer acquisition? Phil Madders Michael Burke Mike Anderson