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Customer retention and revenue growth: The strategic role of accounts receivable
April 23, 2025 · Authored by John Warner, Vice President of Solutions Engineering and Delivery, Versapay
From the 2025 Technology Finance Symposium - West
John Warner, vice president of solutions engineering and delivery at Versapay, made the case for viewing accounts receivable (AR) as more than a back-office function.
Warner argued that AR can play a powerful role in improving customer satisfaction, accelerating cash flow, and enabling repeat business.
“Traditionally, accounts receivable is viewed as a back-office function really focused solely on collections, minimizing the fact that it’s very transactional,” Warner told the audience. “But hopefully we’ll convince you by the end of this, AR is being recognized more as a strategic contributor to a company's financial health and customer relationship management.”
Throughout the session, Warner outlined how modern AR functions increasingly support broader business goals like revenue enablement and customer experience management. He emphasized that every invoice, payment reminder and collection call represents a touchpoint that can either strengthen or damage the customer relationship.
The session highlighted the importance of billing transparency, proactive collections and flexible payment options. Warner explained how integrating systems to consolidate all relevant invoice details – from job costing to shipping data – can reduce disputes and speed up approvals. “Can you make it easy for me to get it all at one time?” he asked rhetorically, illustrating the frustrations of fragmented billing systems.
Warner also explored how AI and automation are transforming AR operations. Predictive analytics, for example, can now help finance teams prioritize outreach to customers most at risk of delinquency, rather than relying solely on invoice age or amount due. He described how one confectionery company reduced its average days delinquent by 67% while also improving brand trust and customer relationships.
Warner’s closing message was clear: modern AR isn’t just about getting paid – it’s about how companies manage those processes to improve customer loyalty and drive growth. As he put it, “Your team really is an extension of your customer service and your sales teams.”
