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THE 10 WAYS THE PRINT IT CHANNEL IS WINNING CUSTOMER TRUST
Greig Millar, Chief Revenue Officer, Brother UK, explores the practical behaviours helping vendors and partners to win customer confidence - and why trust is increasingly becoming a commercial advantage rather than simply a brand value.
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arning customers’ trust has never been more valuable. Today’s technology buyers are making decisions against a backdrop of economic
uncertainty, evolving cyber threats, new buying models and constant brand scrutiny online. It’s easy to assume that earning customer trust has therefore become more difficult. Yet our latest research tells a more encouraging story. For Brother UK’s Tech Trust Index, we spoke
to 250 UK IT decision-makers and 250 channel professionals to understand how trust is shaping technology purchasing decisions. One of the strongest findings wasn’t simply that trust matters – it was that trust in technology vendors is actually increasing. Nearly three-quarters (72%) of IT decision-makers told us their
trust in technology vendors has grown over the past three years. Meanwhile, almost two-thirds (63%) of channel professionals believe it has become easier for vendors to earn customer trust. Tat raises an obvious question: what are technology vendors and
partners doing differently? Te data suggests this isn’t the result of one standout initiative
or a single trend. Instead, trust is being earned through a series of practical improvements that reduce risk, improve the customer experience and make organisations easier to do business with. Here are ten of the biggest drivers behind that change.
1. Building better products Te biggest practical reason customers believe trust has increased is simple: products have improved. More than half (52%) of respondents who said trust had increased pointed to better product quality as one of the main reasons why. Tat reflects an important shiſt. Trust starts with confidence that
technology will do what it’s supposed to do, day aſter day. Before customers think about pricing models, service agreements or
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sustainability commitments, they expect products that perform consistently. Te strongest relationships are built on dependable
foundations.
2. Putting support back at the centre of the experience Technology doesn’t stop being important aſter installation. If anything, that’s when the relationship really begins. Almost half (48%) of respondents said better
customer support has helped strengthen trust in vendors over the past three years. Tis mirrors one
of the strongest findings from the wider Tech Trust Index. Buyers told us trust is earned through products that perform and support that’s there when it matters. When customers know they’ll receive knowledgeable, responsive
support if something goes wrong, uncertainty is reduced. Tat’s what trust ultimately delivers: confidence.
3. Being transparent on pricing Trust is difficult to build but remarkably easy to lose. Greater transparency around pricing is one of the clearest ways vendors are strengthening customer confidence, with 40% citing it as a reason trust has increased. Customers increasingly expect straightforward conversations
about costs, contracts and ongoing commitments. Equally, our research showed hidden fees remain one of the fastest ways to damage trust. It’s why we’ve worked to make our own managed print services
as straightforward as possible. Clear contracts, predictable monthly billing and transparent conversations about what’s included help customers understand exactly what they’re buying, without unexpected costs further down the line. In our
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