Top 3 Takeaways From Hyland’s 2022 Partner Summit

Organizations looking to make the most of a content services partnership learned several valuable dos and don’ts during the event.

Through all phases of the customer journey, organizations are collecting more information and documents — in various formats — from their prospects and customers than ever before. Without the right systems or tools in place, many organizations are overwhelmed. In these instances, a content services partner can offer help and expertise to make sure an organization’s internal operations are set up to successfully deliver a positive customer experience.

Content services provider Hyland recently held its 2022 Partner Summer Summit to explore best practices in partnerships and content as it relates to the customer experience. With over 60 sessions plus keynotes from Hyland executives, attendees had the chance to gather unique insights on product sales, marketing, services, solution engineering and strategy for content services.

Executives including Chief Commercial Officer Ed McQuiston and Senior Director of Sales Marc Cianciolo shared insights on new customer buying habits and trends in cloud migration, as well as the ways in which partners can adapt to support these new behaviors. Here are some of the biggest takeaways from the event.

A Cautionary Tale Around Rep-less Buying

Digital technologies are changing the customer journey, and B2B buyers are no exception. The increased availability of information online, combined with buyers’ sense of urgency, has led many to spend more time self-serving and doing their own research, without a sales representative involved.

While providing potential customers with high-quality information they can use to discover your product or service is a good idea, McQuiston cautions that the learning happening at this stage is often very surface-level, and that it doesn’t help buyers distinguish between potential vendors and their offerings.

“Rep-less buying can be reckless buying,” McQuiston explained, adding that it’s resulting in an increase in buyer’s remorse for technology. In fact, according to a recent study from Gartner, 56% of organizations said they had a high degree of regret over their largest tech-related purchase in the last two years.

A Shift to Total Experience

To better meet customers where they are, McQuiston suggests that sales reps adopt a “Total Experience” strategy. According to Gartner, this strategy aims to break down the silos of Customer Experience (CX), Employee Experience (EX), Multiexperience (MX) and User Experience (UX). When these functions come together and their various technologies are integrated, it makes it easier for customers, buyers and employees to communicate.

From a sales perspective, by ensuring various stakeholders within the company feel empowered, connected and ready to act in an integrated manner, the customer will then experience a more consistent process from their first interaction through onboarding and potential renewals.

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