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Casey Huffling

Why customer relationships and experiences are now top of mind... for every business

Call it customer experience, or the trendier CX. It really doesn’t matter. What matters is that the experience a business creates for its customers is increasingly important to its bottom line.

During our recent Solutions Summit: Mobility in the Warehouse event, ScanSource VP of Worldwide Marketing, Christy Thompson, shared a valuable message about how essential it is to create the best possible customer experience—to get ahead, and stay ahead, of the competition. More and more, customers are willing to go wherever they need, to get what they need, and they want to enjoy the trip.

As their expectations change, the marketplace changes—and the customer experience, and how it’s delivered, have to change, too, according to Thompson.

As companies compete even more diligently for every dollar of profit, they’re finding that consumer buying behaviors sometimes change at such a rapid pace, it’s hard to keep up. And, this ongoing shift to a more customer-centric approach is picking up steam, too—and is even more crucial in a growing subscription economy.

What’s a subscription economy? Think about companies like Netflix, Hulu, Amazon Prime, Uber, and so many more. People now are procuring many of the solutions they need through subscriptions—instead of actually buying the products to create solutions. But, that subscription-economy trend not only is good for your customer’s business. It’s also good for your business, as you turn customers into subscribers—allowing you to benefit from the recurring-revenue stream created by selling subscription-based services.

In this brave new world, your marketing efforts are more important than ever before. Better, smarter marketing practices will help you build the good customer relationships you seek. And, in turn, those relationships will build the customer loyalty you need to stay competitive. With subscriptions, you can base your marketing efforts on the indispensable customer information gathered—including what was purchased, payment and refund histories, what was paid for the products purchased, and so on. Sure is a lot more than the name, address, and phone number usually acquired during a traditional product purchase!

So, in the end, it all comes back to customer relationships, says Thompson. When you truly understand what your customers need, you can design the right solution for the right scenario. And that’s a win-win for your customers, and their customers, and you.

To learn more about the growing subscription economy, and how ScanSource can help you benefit from it, visit our website or call 800.944.2432 today. And, thank you to our ScanSource Solutions Summit: Mobility in the Warehouse sponsoring vendors!