The technology space is very crowded. How does a VAR separate themselves from the rest?  Can price be the only value customers want?

As technology becomes more complicated, the VAR’s who stand out will be those who offer superior customer service. Clearly value in getting a great price for the solution one buys is critical. However, the value is limited if the service behind it is left a little short.

Excellent customer service is making sure each customer is treated as if they are the only one that matters. If a customer call or email is received at 8:00 p.m. asking why an order has not arrived as expected, each request must be treated equally. Sound too simple?

Many of our customers rely on the “personal” touch. If you can relate and talk to the client to truly understand their “pain”, you have made a deeper customer experience. In so doing, you have also provided excellent customer service.

Our understanding of the buying process has evolved. We are savvy in knowing how to get the right information. The chasm we cannot seem to cross is in ensuring the chosen VAR will be a good fit and will provide a positive experience as well as measurable results. The only determining factor to draw upon is human experience.  A box is a box is a box. A commodity purchase is routine, like buying laundry detergent. Or is it?

VAR’s who are larger tend to put junior, less experienced people on the front lines. Customers struggle to get answers to their problems by having to sift through layers of processes to get to the right person. Most successful VAR’s have not forgotten the value of great service, and  know that experience and service count. If a customer cannot get answers to their questions resolved by people they trust, they quickly move on.

What are the key elements in determining if a VAR provides great customer service or not?  Here are the five top traits to look for:

1.     Does the VAR have a dedicated department or individual tracking orders or attending to customer satisfaction after a sale has been completed?

2.     Is the assigned account representative able to clearly demonstrate more than the willingness to secure your business for the short term? Can he or she answer routine and mundane questions yielding no commission cheque for them?

3.     Is VAR management engaged in ensuring quality service and are you thanked for your patronage? Do they reach out to you or invite you to events when there is no expected business in return? Do they call and simply say “Thank you?”

4.     Everyone is human and capable of making a mistake. Will your VAR step up and help you when you have inadvertently made one?

5.     Lastly, customer service is tied to complete customer satisfaction. The team at the VAR is committed to that one goal. No one should be or can be hung up in process.

As big and complicated our industry is, customer service boils down to common sense. If it were common, many would be have it.