Who Is Servicing Your Customers?

Segmenting the businesses by small, medium and large has often been a source of disagreement. However, one thing we know to be true. Small businesses are the engine that drives our economy. As such, it is worth noting that there are at least 4 million small businesses claiming more than one employee. The Census Bureau estimate is a bit higher, at 5.7 million, but that number includes businesses with only one employee. Whether you agree with me or the Census Bureau, the point is there are a lot of small businesses and they need our help.

The average small business (1-99 employees) has around 11 computing devices (desk-side PCs, laptops, tablets, etc.) and three printers. The growing demand to integrate these devices and run their businesses is beginning to exceed their capabilities. As such, small businesses are turning to VARs, consultants and remote support. According to Parks Associates, leading the list of services for remote support are server problems, Internet access, setting up mobile phones and networking problems.

Remote access to solve these issues can be given to VARs or companies offering hosted solutions. The reason Broadvox set up an indirect channel with VARs is because of their expertise and trusted status with the small business owner. It is important to understand that the small business owner, regardless of his growth profile, faces an increasingly complicated task of managing the new technology added to his infrastructure. The hours of lost productivity addressing technical problems is growing every year. In fact, spending by small businesses requesting support is forecasted to grow from $10 billion in 2010 to $20 billion by 2015.

A small business owner is not going to wait for a VAR to contact them to resolve technical issues. It is important for the VAR to be proactive in developing proposals to deliver remote and, when necessary, onsite support. Any support offered should leverage the IT department (however small), the VAR and any other resources to fill the knowledge requirements.

By providing good post-installation support, VARs improve customer satisfaction and gain stickiness/loyalty in return. Remember, if you don’t service your customers, someone else will threatening your position as the trusted advisor.

David Byrd is vice president of marketing and sales for Broadvox , and is responsible for marketing and channel sales programs to SMBs, enterprises and carriers as well as defining the product offering. Prior to joining Broadvox, David was the vice president of Channels and Alliances for Eftia and Telcordia. As director of eBusiness Development with i2 Technologies, he developed major partnerships with many of the leaders in Internet eCommerce and supply chain management. As CEO of Planet Hollywood Online he was a pioneer in using early Internet technologies to build a branded entertainment and eCommerce website company partnered with Planet Hollywood. Having over 20 years of telecom sales and marketing experience, he has held executive positions with Hewlett-Packard, Sprint and Ericsson.