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June/July 2015
Telecom Reseller 11

PEARCE
Fair Market Value that go into deciding whether to enter into a fair
continued from page 8
SUTTON
market value (FMV) lease or $1 buyout lease will
or $1 Buyout Lease? enable you to make the right inancing choice for
by William G. Sutton, CAE, President the equipment you need to operate your business. developments necessary to move forward
What You Need to
and CEO, Equipment Leasing and To begin, it’s useful to have an understanding
a company’s ability to respond across all
Finance Association (www.equip- of the deinitions of an FMV and a $1 buyout online channels.
mentinanceadvantage.org)
lease. An FMV lease is an operating lease to use
Know to Decide
equipment while a $1 buyout lease is a capital (2) Get Crazy about Gathering Data
don’t have the access to capital that larger or lease to own equipment, which essentially acts as on the ROI – Simply acknowledging that
Sbetter established businesses do. When you’re a loan. With an FMV lease you use the equipment the experience of customers matters is not
mart business owners and managers
looking to preserve or access capital, equipment for a certain period, and typically you use it at a enough. Companies need to track and
know preserving capital is an important inancing is an attractive option that ofers these lower cost than if the equipment were purchased
understand the returns on CX investment
inancial goal. Particularly if you’re a small
and numerous other beneits when acquiring SUTTON continues on page 21 ››
if they want to truly learn how to leverage
or start-up business, it’s oten the case that you
equipment. With leasing, knowing the factors
their diferent ways of communicating with customers (and spending money to do it
well). hirty-four percent of respondents
stated they didn’t track the ROI in CX at
all, even though more than half of that
group rated CX “very important.” he
primary reason companies aren’t tracking
is that they say they don’t know how to
measure the impact. hey report that they
can’t diferentiate improved CX from, for
example, advertising, or the decline in a
competitor’s reputation.
But frankly speaking, claiming a lack
of data could also signal a lack of C-suite
leadership. Fully 68% of companies who
reported that the CIO is in charge of CX
measure ROI; 65% measure when it’s the
CEO leading the way; 55% when it’s the
COO; and 52% crunch the numbers when
the CMO manages customer experience
initiatives. CEOs and their inner circle need to boost these numbers — and
convince the stragglers to join the “put-
someone-in-charge-of-CX” trend. Strong
metrics were reported most evidently in
regions like Asia and Latin America, where
respondents were more likely to measure
impact: 68% and 67%, respectively.

(3) Be Smart About How to Allocate
Resources – Although the ROI tends to
get more attention when a CEO or CIO is
in charge, it’s important for any company
to understand how they can best invest in
their CX. If the whole C-suite gets involved,
it may start a CX bidding war, which could
be a good thing. CEOs and CIOs tend to be
the most enthusiastic about the importance
of online support, for example, and that may
or may not be backed by hard data.
Overall, 49% of those in IT functions
thought online support was most important
— as opposed to just 26% of their colleagues
in inance. his could just be evidence of
bias, with CIOs overemphasizing their own
primary business line and CFOs having no
metrics to contradict such claims. his is yet
another reason for the C-suite to emphasize
robust data collection. Knowing what’s
working, where there’s room for improvement,
and why speciic allocations can improve a
company’s CX allows for smarter investment
decisions from all stakeholders in the C-suite.
In theory, it results in a better experience for
customers too.
While the study’s regional answers vary
it’s clear that executive management must
be heavily involved, no matter where they
are, and that they track the success of their strategies. Ater all, if the top leaders of
a company are going to truly step up to
the plate to lead and truly own their CX
initiatives, they’ll undoubtedly fare better
if they understand what they’re doing and
why. ■

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