December 2010 Issue PDF - ENX Magazine

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MPS FOCUS We Saw It In ENX Magazine DECEMBER 2010MIND THE GAP: IS AVERAGE RESPONSE TIMEMAKING YOU AVERAGE?By Ken StewartIntroduced in 1969, the phrase, "mind the gap" originated inthe London Underground to warn passengers about the gapbetween the train and the platform in the stations. While themarket still seems to struggle with what is and is not MPS, the"MPS-me-too-game" is constantly playing out right in front ofyour customers. In a sea of MPS offerings washing over yourcustomers, how creative can you be to ensure your company'sstory doesn't get lost in the gap?The independent office equipment dealer has long offered hightouchservice in an annuity model. However, many strongorganizations now struggle with the ongoing decline in profitabilityas it relates to typical cost-per-image contracts and unitplacements; the equation of adding more for less isn't adding upto a winning solution, and many are left scratching their head.For those successful dealers, I might even challenge you furtherby asking if things like average response time is enough toimpress educated customers anymore? Is this long-standingmeasurement of service in our industry acceptable when competitorsfrom other industries are beginning to court your currentcustomers?According to a comparison of Top 10MPS contract items included by aprovider, and their relative importanceto customer decision makers, I recommend providersmind the gap. The 2010 MPS Decision Maker TrackingStudy TM , conducted by Photizo Group, measures what decisionmakers, like yours, think about their MPS engagement and theproviders supporting them. Spanning thousands of customerdecision makers, this comprehensive study reveals many uniqueinsights into the mind of your customer.Namely, there is a misalignment in matching customer deliverablesto desires in MPS contracts, as guarantees of responsetime are often left off of the contract despite customer demand;the very thing most office equipment providers take great pridein mentioning, high-touch service, evidently isn't anything morethan a talking point on most sales brochures.When asked, approximately 70 percent of customers rankedservice response times of 2-hour, 4-hour or next day as critical;in fact, customers ranked these as second, third and fourth incontinued on 3028enx magazine
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