Channel leaders prioritising Customer Experience and Company Culture

New research released by Agilitas IT Solutions in its 2023 Channel Trends report has 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%. 

This demonstrates the opportunity for Technology Channel businesses to 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. 

Senior leaders from the Technology Channel were asked to rate their level of optimism on a scale of 1 to 10 (1 being very pessimistic, 10 being very optimistic) in a number of key areas impacting the sector today. Focusing on the areas that matter, including customer experience, culture, leadership, purpose and alliances, this year’s research also explores the rise in Channel businesses implementing a Total Experience.

Like many industries, Technology Channel companies have faced many unforeseen challenges and were forced to pivot their business models at speed. Findings show that the top three priorities for Channel leaders during this time are creating eco-friendly supply chains, building strategic partnerships to allow collaboration, and embracing the next generation of talent.

With this in mind, confidence in the future of the Technology Channel declined amongst UK industry decision-makers, with the overall confidence score reaching 7.6 out of a possible 10, which is down from 7.8 last year. 

However, with employee experience as a key component, it’s promising to see that company culture is increasing in importance to businesses, with 90% of respondents ranking it as a high priority. When looking at how to improve company culture, the top focus factors include encouraging collaboration across teams (31%), implementing a successful hybrid or remote working strategy (29%) and recruitment strategies to encourage a diverse workforce (29%). 

Evolving partnerships between businesses and their Channel partners are becoming increasingly important as companies look to expand their reach across global markets, scale their operations and digitise their supply chains. When looking at businesses that are adopting a ‘Globalocal’ way of working, Technology Channel leaders cited this as a significant focus moving forward, ranking it 8 out of 10 - up from 7.7 in 2022.

Despite confidence levels for the Channel’s overall ability to create a better, more sustainable future at an all-time high (up to 7.9 from 7.6 in 2022), almost a quarter of Channel businesses lacked confidence in their own organisation’s ability to actively evaluate their ESG commitments. This was higher in MSPs and mid-sized businesses with 37% of organisations having little to no ESG strategies in place. In contrast, 82% of Resellers were focusing on ESG strategies, with 41% of VARs surveyed highly prioritising sustainability.

“The Channel is in uncharted waters. Never before has it been so clear to distinguish the winners and losers in the marketplace. As leaders, we are faced with the challenge of steering our companies through this unknown territory. Our 2023 Channel Trends report puts a spotlight on how the Total Experience directly impacts customer retention, loyalty and business growth. Getting it right can lead to a more robust and profitable customer base, but if your stakeholders are not working together, it can be the difference between winning or losing in the marketplace,” comments John Hayes-Warren, Chief Revenue Officer at Agilitas.

In partnership with leading research firm, Opinion Matters, Agilitas surveyed 250 respondents working in UK-headquartered Channel businesses, with an annual turnover of over £5 million. Designed to give the Technology Channel a voice, the report is a much-needed resource that provides advice, insight, and recommendations to help leaders build resilient business strategies.