Three storage operators define excellence in 2026: understanding what customers actually want, building trust through transparent pricing, and automating the experience while keeping human support available when needed.
I think best in class comes down to understanding what your customer wants, a bit on what our previous speaker was talking about. You've got to understand what they want, what their expectations are. Also, they won't tell you all their expectations. Some are implicit, so you need to understand those. I guess, in the end, best in class is winning customers.
I think best in class is really, you know, to think of some of those big brands that are out there that are very well trusted and recognized and doing a great job. Loads of examples of that, big operators. And I think there's a great LinkedIn post from Alex Henney from Squab who basically talked to that, the idea of integrity and pricing. And I think that's probably not far off best in class, his words, and I'd definitely say everyone should read them.
I think it's sort of creating that really frictionless customer experience for our customers, understanding the details around what they need and what they want and when. Having sort of automation on the side of it and the opportunity to self-serve. But as we sort of touched on, the opportunity to self-serve doesn't mean everyone, every customer wants to self-serve. So being there for your customer when they need you as well is really big for us, just building trust, I think, with our customers.
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