Partner Experience Management
So we have been working on a new concept over that last year or so around something we call “Partner Experience Management”. It is similar in many forms to Customer Experience Management but focuses purely on the channel partners and how to optimize their experience with your business.
I know the concept may not sound novel but it really seems that the application of it to a partner organization is something that has not been that well done, but may actually be more important than investments in Customer Experience Management. The main issue behind it is two fold:
First, the concept of switching and churn in the channel is significantly different than with end user customers. In general, it is much easier for channel partners to switch vendors than customers and the impact of churn is significantly amplified because of the number of end user relationships in play. This means that even subtle actions by your business can very quickly stop a channel partner from recommending your brand. We have also noticed that channel partners have long memories and lots of options, so undoing the sins of the past can be a very challenging activity.
Second, most organizations do not take a holistic view of the partner ecosystems (I know, too much consulting speak). Typically, channel partners are managed via a sales organization and primarily at the point of transactions. If you had to manage only one part of the channel, this would be the best part of the channel to manage. BUT, this management only represents part of the interactions that the channel has with your business. In some cases it may actually be a very small part. The problem is that many of the items that dissatisfy the channel come from outside the transact phase and create the switching problems described above.
It is the combination of these two attributes of the channel that has led us down the path of the Partner Experience Management framework. We see it as a critical way to see and manage the entire picture of your business and channel. We will be expanding on the concept over the upcoming months so stay tuned.
You can also read more in our first short paper on the concept, by clicking here.
Let me know what you think, c
Keywords – Channel Management, Partner Management, Channel Optimization, Partner Experience Management, Channel Strategy, Partner Strategy, Partner Satisfaction, Channel Satisfaction