technologyreseller.co.uk 25 them the skills and resources to streamline deployment. Smart Logistics is based around optimisation of our warehouse, logistics and circular economy services so that our clients can scale with confidence, knowing they have the right OPEX business model that adjusts in line with their business growth and allows them to invest in new capabilities to stay ahead of the curve. TR: What do you see as the biggest challenges facing channel businesses today? JH-W: For us, the biggest challenge is investing in the right areas to stay ahead of customer demand, whilst managing strained operational conditions caused by supply chain disruption and increased costs. We are addressing this by investing significantly in our people and managers, to enhance their skills and to enable them to deliver a better customer experience to our growing client base. We are also working on system integration to automate workflows and on enhancing digital access to all services, reinforcing Agilitas’ ethos of putting customer experience at the core of everything we do. TR: Could vendors and distributors do more to help overcome these challenges? And if so, what? JH-W: The entire Channel community is working hard to overcome the challenges in our market. With the democratisation of technology, more power is moving to the customer, and their focus is on rapid digitalisation and achieving outcomes. Whether their aim is to improve customer experience or to boost operational efficiency, organisations in the Technology Channel need to re-evaluate how they do business to find the right balance between profit and purpose. Taking this one step further, I think we will start to see a greater degree of transparency in exposing challenges to mitigate these risks. It’s not an overstatement to say that this period is a pivot point for many Channel businesses, as they look to restructure their business processes and talent to stay relevant in tomorrow’s fast-paced world. Those who can weather the short-term pain at this moment of inflexion will reap the rewards as they move forward. TR: Are customers becoming more demanding, and if so, in what ways? JH-W: The digital explosion and global opportunity are not abating with customer experience, which is key to consumer retention and attraction in 2023 and beyond. Businesses in the Technology Channel are competing primarily on the customer experience they deliver, so they are continually looking for ways to improve the experience they provide through the onboarding process, ongoing support and at the time of contract renewal. It wouldn’t be an overstatement to say that Channel companies don’t just sell technology now; they must also ensure a customer consumes technology efficiently. For this reason, organisations are looking to leverage the growing portfolio of tools, integrated touch points and customer service processes to improve their customer experience in the longer term. TR: If you could change one aspect of your job, what would it be and why? JH-W: I would not change anything about my job - I love what I do and the people I work with!
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