An Easy Way to Cultivate ‘Stickiness’

Closing a one-time deal with a new customer is nice, but stickiness—the ability to close multiple deals with the same customer—is even better. And now, successful print and IT VARs are finding that managed print services can be a great way to promote stickiness with customers

Having the right managed-print tool can make a big difference in this effort. The staff at CRN magazine looked at the newest groundbreaking products for the channel recently and gave high marks to Xerox eConcierge™. In fact, the solution just won the CRN Tech Innovator Award as the most innovative new product in the Managed Services category thanks to its simplicity and ability to generate recurring revenues (aka, stickiness).

Ray Young, president of 4ColorLaser, sees a natural pairing with this solution and established partner programs. “With the combination of Xerox eConcierge and Xerox PagePack print services, we’ve got a great one-two punch to grow recurring sales,” he says. “Xerox eConcierge is so easy to implement and is a great on-ramp for moving customers to managed print.”

Although not a managed services offering Xerox eConcierge can help customers start down that path. It’s a turnkey solution that end users can use to automatically order supplies for networked printers. The key here is that the printers don’t have to be Xerox brands; they can come from other leading printer or multifunction product vendors, including HP, Lexmark and Samsung. That makes the application an effective way to promote stickiness and assure that consumables revenues automatically flow to the VARs or MSPs that sold the solution, not to competitors, big box retailers or superstores.

There’s a lot for your customers to like, too. They avoid the hassle and downtime of running out of supplies. What’s more, they can earn free service rewards by ordering supplies through Xerox eConcierge. Average rewards are valued at $320 per printer per year, according to Xerox.

This is one way to promote customer loyalty. What’s your strategy for increasing customer “stickiness?”