Interview
partners and their customers, tell the same story and solve a problem while leaning on a wider, collective unit.
How has the Channel evolved since you started working in it? When I started the reality was that we were essentially working in an analogue world. It was about copying and turning that into digital printing, it was about fixing customers’ problems, and quickly, through total cost of ownership. You’d always be asking yourself how we can be better than the next person? Really, it’s by understanding better than anyone else what that problem is, how we can fix it as quickly, dynamically and pain free as possible, while maintaining excellent customer service. Truthfully, that’s not changed. Tese are still the ideals
that we approach our work with today and that underpin everything we do. What has changed however, is the tools that we have to deliver, which of course are much more sophisticated than they were, say 25 years ago. Now, we’re still leveraging the same depth of expertise, but we can do so through remote diagnosis, augmented reality (AR), all to make the customer experience as positive as possible.
How is technology facilitating this gear change in the Channel? If you look at customer service trends, customers and consumers now require personalised services that are available anytime and anywhere. Younger generations tend to immediately pick up their phone and see if they can resolve the issue by looking at YouTube. Customers are no longer willing to wait what was once a reasonable two hours. Now the task is making that experience more augmented, more immersive to help them fix an issue remotely – and that’s something Xerox are already doing through our soſtware CareAR. Tis, of course, all has to be intuitive. If you download Uber, or Deliveroo, you don’t have to look at a manual and providing digital services has to be the same. We have to be facilitating innovative solutions rather than creating additional problems. To a certain degree, anyone can provide a printer at a starter
level, and it’s about taking that initial interaction, and looking further into the future, asking “what can this relationship look like in five years, 10 years’ time?” You really need to have a strong team and the right infrastructure to provide solutions
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