Introducing the Total Experience to the Technology Channel
An interview with John Hayes-Warren, our CEO at Agilitas IT Solutions
Tell us about Agilitas’ 2023 Channel Trends report
As a Channel focused business, listening is really important to us. The Channel Trends research we conduct each year provides additional insight, on top of the close relationships we have with our customers and partners, to ensure we are providing the best possible services to our stakeholders.
The research is conducted independently and for the 2023 report we surveyed 250 Channel leaders working in UK-headquartered Channel businesses, with an annual turnover of £5 million.
Not only is the report able to provide us with guidance on where to focus our strategies but we make it available to our customers and the wider industry as we believe that for Channel businesses to be successful, it’s really important to align and share knowledge with trusted partners.
Our 2023 Channel Trends report revealed that when asked about the future of the Technology Channel over the next 12 months, 82% of respondents ranked customer experience as the most important to their business, closely followed by company culture at 80%.
In fact, 5 key areas scored 78% and above (Leadership, Sustainability and Alliances also in the top 5) suggesting how much pressure Channel Businesses are under to ‘achieve it all’.
This demonstrates the opportunity for Technology Channel businesses to break down the silos and establish a ‘Total Experience’ to enhance employee and customer satisfaction. By improving experiences for all stakeholders and implementing this transformational strategy, Channel leaders can build more resilient business models.
The report reveals that customer experience is the most important priority for businesses over the next year. What does this mean for those operating in the Channel
In today’s turbulent marketplace, customers are being selective with their purchasing and we are beginning to see the impact this has on the industry. For the Channel, the customer must be listened to at every stage of the buying process. It is a very simple concept, but organisations often struggle to keep track of the customer experience. Those who are indifferent, which often make up the bulk of a customer base, often don’t respond. So keeping a finger on the pulse is essential to success now and in the future.
Companies in the Channel must instead focus on implementing well-developed customer strategies, but these can often be costly, meaning a business must decide what is most important to them.
Company culture is ranked as the second most important. Do you think this has become more important with the rise of hybrid working?
90% of respondents in our report stated that ‘company culture is key to a successful business’ and hybrid/remote working has been a significant factor that has placed its importance in the spotlight. The pandemic forced a lot of companies to implement hybrid and remote working strategies overnight and organisations have had to play catch up to ensure their communication and collaboration tools are effective.
The Technology Channel has adapted much better than other industries. Only 6% of those that we surveyed were not looking to implement a permanent hybrid/remote strategy and 58% felt they had successful strategies already in place.
Interestingly, encouraging collaboration across teams was the top focus for improving company culture. With employees geographically spread out across the country or even the world, there is still work to be done to ensure that synergy is achieved between on-site and remote workforces and that a thriving company culture can be achieved.
Culture goes beyond a working environment – it’s about implementing career development plans, offering benefits to families and friends, and where an organisation chooses to spend their profits through which charities they support.
In the report, you introduced the concept of “Total Experience”, how would you define this?
The total experience is a revolutionary approach that interlinks multiple experiences across the Channel including the customer, end-user and employees to introduce a more holistic experience for everyone. The total experience also considers whether the business’s footprint across multiple channels provides a consistent experience for stakeholders.
At its core, combining all the considerations for these journeys is essential in a Channel business building loyalty amongst their stakeholders, developing brand consistency and increasing overall revenue in the longer term.
Why does ‘Total Experience’ matter? And why should Channel businesses consider adopting this approach?
A Channel business should be focused on developing trust with their customers, strengthening their bottom line, and considering brand consistency. By adopting a total experience strategy, all three of these areas are within their grasp.
When employees are happy, their service toward the customer improves. Integrating a total experience can improve experiences for all stakeholders, and focus on other areas like ESG goals and recruitment. To hear feedback from customers about their positive experiences is hugely rewarding, and without happy employees and strong company culture, this simply cannot happen.
- Have clear company values. Both customers and employees should know how and why the business operates, and without clear values, misconceptions about the brand and its purpose arise. Customers recognise brand authenticity, and those who stand firm in their values will become more attractive.
- Embrace new technology. For employees, the right technology streamlines their work giving them more time to focus on customer-facing issues, and for customers, their journey becomes more streamlined. When customers have an easier journey (whether that is when purchasing or receiving support) they are not only more likely to recommend the business but also become more loyal to the organisation over time.
- Design with intention. If a business is offering a product, it should have every element designed with the user in mind. Channel businesses should undertake extensive research behind the journey each customer faces when employing or using their services or products. Anything from ordering the product to the delivery process should be studied and reflected upon for improvement.
What tips can you give to companies using this approach to win customers and support their employees?
A Channel business needs to focus on being consistent and give its customers time to understand who they are, how it operates and see the quality of its services. By operating the best they can in all of these areas, these organisations can successfully implement a total experience approach.
What role does technology play in driving the ‘Total Experience’?
As business operations become increasingly digital, technology is essential to the total experience. This model thrives on continual improvement, and only by integrating this constant evolution are organisations able to take advantage of new technologies like Artificial Intelligence and Machine Learning.
Whether it is customer-facing, or internal platforms, the total experience thrives when maximum efficiency is achieved. Integrating new technologies into this becomes not only preferable but essential to its success.
Artificial Intelligence, Machine Learning and automated platforms streamline processes, and in some capacities can replace human workers, but for the total experience to be successful human input is always needed, regardless of what technology can offer. Channel businesses must focus on technology as a tool, not a replacement, and only by doing so can the total experience unlock new revenue opportunities.
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