Maintaining High Level of Engagement

Vipin Tuteja,
Executive Director,
Technology Channels & International Business,
Xerox India

The core of Xerox philosophy is to succeed through channel. Our mantra is to ensure that Our Channel Partner need to succeed and grow first before we can. With this philosophy at the core, all our efforts have been to engage and enable the channel to grow their Xerox business. Our channel can see this approach in our actions. We provide them training, support them in onboarding and demand generation, continuously expand their opportunities to grow their Xerox business and they can feel and experience this.

We, at Xerox India, have always shared a great rapport and relationship with our partners. The growth has been mutual; we have grown and expanded in India and have helped them grow in their businesses. Xerox provides direct as well as indirect support through partners and also as an outsourced service. We engage with the National Distributors who have the infrastructure, reach for coverage pan-India in the most efficient manner. They have the logistics and warehousing capabilities ensure that all our channel partners are able to service end-customers in strict timelines and quality levels. Xerox works on a partner engagement model which ensures that the channel partners are well trained and are equipped with the appropriate sales tools to enable them to sell Xerox products and services.

Channel's sentiment
Overall, the Indian printing industry is undergoing significant transformation with new technologies and applications being developed every day to provide cost-effective, customized solutions and there is huge opportunity to grow across regions. With Xerox India expanding the channel network in the tier-II and -III cities and targeting top 200 cities and strengthening presence we have recently realigned our Go-To-Market approach to these markets. The sentiments of partners across regions are unique, though the overall focus is to grow business in volumes. They need to constantly cope with the challenges that surface on a regional level with regional policies, taxes, socio-economic order, overcome language hurdles around installations and service support and adjust the overall Xerox strategy to cope with the regional challenges and eventually be profitable. Furthermore, the needs of industries that are strong in the regions also lead to a lot of specific support requirements. With a strong portfolio in office automation and digital equimpents and business leadership in document management services, we are aptly positioned to enable our channel partners to grow in their businesses alongside helping us grow across the country.

Channel management
We look at channel management as a philosophy that strives to help our partners grow their Xerox business profitably. This entails a host of systems, policies, process, tools and the investment which enables the actual delivery of this philosophy and its objectives. Xerox as a company is focussed on providing solutions to SMB's and Enterprise audience which is achieved in working closely with our business alliances – Our Channel Partners. Today, we have over 500 Xerox partners nationally that cater to customers in Enterprise, SMB's and SOHO segments. Therefore, as part of our channel management strategy, we engage with our partners, enhance their portfolio knowledge and skill sets, support them in business and enable them to grow with us and eventually build their loyalty for the brand.

Channel strategies mean relationship programme
There are multiple programmes that Xerox undertakes to ensure high levels of channel engagement. Firstly, in order to keep the channel abreast on product portfolio enhancements, we send out regular eDMs, newsletters and marketing collaterals. We also share case studies to give them innovative ideas to identify and create opportunities in the market. We also regularly hold review sessions with the partners and share with them the ways to map the market potential, understand their needs, tap new prospects and deliver value to our customers. We educate, enable and equip them on document management services. There is huge enthusiasm in the market and amongst Xerox partners to be certified under the recently introduced “Sales and Service Partner Certification Programme”. However, we have stringent and strict norms of adherence to be able to be recognized as Platinum, Gold and Silver partners which are judged and vetted under five criteria – Business Acumen, Infrastructure, Ethical Value, Skilled and Equipped Manpower and Service Delivery Management with 36 other sub-criteria.

This channel-centred philosophy and the resultant actions that we take have helped us to develop long-term relationships with our partners.