Janet Bowden, founder of Woodbank Office Solutions, offers her insight into the industry upon celebrating 35 years in business
In 35 years, the print industry has undergone significant change, shifting from analogue to digital. Today’s devices offer more functionality and the seamless integration of hardware with print and document management software.
Woodbank Office Solutions, a print management provider celebrating 35 years in business, has seen the many evolutions of the print industry and has adapted to the changes in business by moving away from hard sales tactics to a more consultative approach.
Janet Bowden, founder and managing director of Woodbank, says: “Once, the industry was thought of as a version of double-glazing salesmen, now I see ourselves as business partners. It’s not about acquiring new customers at any costs; It’s about supporting the ones you’ve got.”
Global events such as the pandemic significantly impacted the print sector. During this period, toner and equipment shortages posed real challenges. Woodbank's focus on client service ensured operational continuity for their customers and only served to enhance their reputation.
Bowden says: “It’s about giving solutions to problems. If there’s something going on in the industry that makes it difficult to supply, we pull out all the stops for our customers. We are proud that customers continue to choose Woodbank as their preferred provider. It’s the combination of a great team, the brilliant support we receive from our manufacturing partners, and that we keep our promises.”
Woodbank’s approach as a UK-managed print provider involves creating tailored print solutions that align with the specific challenges faced by its customers. Customers often come to Woodbank looking for ways to reduce print costs, reduce waste, or even give teams the ability to work from home.
Woodbank works with each customer to implement the solution that best fits them now and in the future. Bowden notes that some of the biggest transformations they’ve been able to make are in the manufacturing and professional services sectors.
“Traditional businesses find it difficult to implement new technologies because IT is still scary to some, but people are surprised at how much it adds value and its cost-effectiveness.”
Over the years, printers and print equipment have evolved to become more reliable, complex in their capabilities, digitally secure, and environmentally friendly. As technology has advanced, so has Woodbank's offerings.
Woodbank responded to the changing needs of businesses by diversifying its services to include print and document management software, which brought with it a new level of control and efficiency for its customers. Print Management software allows businesses to better monitor and manage their print usage, reducing unnecessary printing and controlling costs effectively.
Bowden comments: “I still get excited to see what innovations in our industry will provide more flexibility our customers. Advancements are giving business owners more freedom, flexibility, and allows them to work smarter. It’s no longer the scary step, or anywhere near as expensive as it used to be. A holistic solution is also no longer limited to just big companies, they’re much more affordable to a smaller business, and we’re helping to get that message out there.”
The impact of these technological advancements has seen Woodbank change its approach to the way it operates and its delivery of customer service and support over the years. By taking the burden of managing print away from their customers, Woodbank frees up valuable time for staff and IT managers, allowing them to focus on their core business activities. Woodbank's proactive customer service approach also ensures any issues are swiftly addressed, maintaining uninterrupted business operations.
Bowden began her career as an underwriter for Rothschild's bank, where her analytical skills led to a quick promotion to the repossession department. Handling the repossession of print equipment, Bowden recognised a business opportunity and left the business by mutual consent to start her own printer resale business in 1989 with Rothschild’s bank being one of her first clients. Naming the business Woodbank after her local area, Bowden initially focused on the resale of capital equipment.
Her ambition soon turned to becoming a recognised dealer, selling new machines and providing ongoing customer support. Bowden aimed high, seeking a partnership with leading manufacturer Minolta (now Konica Minolta).
When looking back Bowden clearly remembers meeting some initial resistance as the first potential female Minolta dealer and reseller. At the time Bowden became one of the very few female business owners in the industry, a number that is steadily increasing today.
Through Bowden’s usual tenacity, strong business planning, and with a clear understanding of who her clients were and what they needed, the deal with Minolta was done. The strategic move was to lay the foundation for Woodbank’s success. Since then, Bowden has earnt the respect of many within her industry and pathed the way for other women to enter print management as a career.
Bowden says: “When I started in the industry, I wasn’t taken seriously at all. My initial recognition was more for being a woman than my achievements. Thankfully, that mindset has changed; It’s about earning respect and your business achievements. It’s true, when facing a challenge like that you have to believe in yourself. Even today I still experience imposter syndrome. I guess that’s what keeps me motivated and driven.”
Over the years, the company has, and still is achieving significant milestones including partnerships with Kyocera and Sharp as well as the recent acquisition of Liverpool-based Datatech Systems. This has all meant Bowden’s continued vision for business growth has also seen a strategic restructure of the business, growth within customer service, engineer support, sales and account management, and bringing the marketing function in-house.
With its head office still in Stockport and regional offices in Liverpool and Leeds, the company now supports over 1000 customers nationwide, including prominent clients like Robinson’s Brewery, Eyre & Elliston, Big Life Group, and numerous NHS providers across the country.
Bowden comments: “To keep the quality of delivery consistent, I believe it’s important that your team is in-house. I don’t believe in the virtual business model and the big reason for our success over 35 years is that personal touch. Maintaining that personal touch is so special and it’s become more and more important as the business has evolved.”
Woodbank has a simple philosophy it calls ‘The Woodbank Way’. The company doesn’t focus solely on the immediate needs of a customer, instead it collaborates with them to achieve the company’s long-term operational goals.
By adopting new technologies and keeping an open mind to new ideas, Woodbank’s reputation has been built on enhancing efficiency, reducing costs, and providing a high-quality service for its customers with a personal touch. Bowden’s philosophy in business has been instrumental to its success.
“It’s important to go to each new business meeting believing that they will be a customer for life,” advises Bowden, who adds: “It’s not about making a sale, it’s about building a partnership. We adapt to our customers as they grow and continuously work to provide them the best solution.”
We take the same approach with our team as we do with customers. My advice is to never forget to treat your team with respect
Success, according to Bowden, should never be taken for granted. It relies on many factors including how her team receives guidance and encouragement. Her philosophy, The Woodbank Way, is applied throughout the business and forms part of Woodbank’s recruitment and retention strategy. As a result, Woodbank’s employees stay with them for an average of eight years.
Bowden states: “We take the same approach with our team as we do with customers. My advice is to never forget to treat your team with respect. It’s crucial.
Retention for us is, from day one, striving for every new member of our team to be a long-term member of the Woodbank family. That’s why we provide attractive packages, treat them as valued members, offer training and development, and ultimately support their efforts to maintain and look after their client base.
Another important factor of Woodbank’s success is its strong relationships with its clients and suppliers which have stuck with the company through its many changes.
"In this industry, it’s a big deal for a customer to change suppliers,” says Bowden, who adds: “It’s still a great feeling when you bring in a new customer and I don’t think that feeling will ever change. I never take it for granted. Some of my customers have been with me from the very beginning and I think that’s because we build strong and lasting relationships.”
Woodbank’s strong business relationships, stability, commitment, and consistency is exemplified by its 29-year partnership with Konica Minolta. Bowden has built a great team around her and she herself remains hands-on, leading the way.
Woodbank’s continuing focus is on delivering an exceptional customer experience. When talking about the future, Bowden is quick to emphasise that she is not finished yet.
Looking ahead, as Bowden celebrates the 35th anniversary of Woodbank, her vision for the business is to continue to grow and develop through innovation and provide the highest-quality service and support.
It’s clear that Woodbank’s customer-focused approach and its embracing of new technologies have been central to its success. Bowden has rightly earned the respect she deserves across the industry and sets a great example for others to follow.
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