When business systems are at peak performance levels, and employees productivity is rising, providers’ customer satisfaction and retention rates will likely be high. Technology is all about operational efficiencies, automation, and objectives today, not RAM and petabytes.

The language shift may seem subtle, but its impact on the channel is enormous. Tech professionals must speak in terms of their customers issues and objectives, not the finer points of systems that have little knowledge or interest in. Providers must communicate using the terminology business professionals are most comfortable with and truly care about. Those that can talk the talk are on their way to healthier and more productive relationships with their clients.

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