Efficient Channel Partner Profiling

Channel partner profiling is beneficial on many levels. Not only does it allow partners to learn how efficiently and well a partner performs a transaction to a customer, but it also helps each partner to see how these transactions can affect their own business transactions. Every time a company and a customer interact, the customer learns something about the company that will either strengthen or weaken the future relationship and that customer's desire to return, spend more, and recommend. In order to be successful for the entire channel and the partners within it, there should be a channel partner profiling system that enables partners to observe and utilize the information from these transactions. It is critical to ensure that the channel and its partners, products, processes, and culture are aligned across the entire channel to best serve the customer.

Most partners in a channel focus on selling their brand to a customer before they actually make a sale. However, it is probably more effective for the partners to focus on carrying out the product name through the entire process of each of the partners to better the process of getting that transaction to the customer in a timelier manner.

Channel partner profiling allows you to measure the effectiveness of each partner so you have consistent feedback on how each organization is performing to help the channel. By integrating channel partner profiling systems, you can automate the data collection and feedback process based on customer events. Channel partner profiling also allows you to notify partners in your channel when survey results indicate immediate action is necessary. Partners that effectively manage the customer experience have seen significant gains in customer retention, the lifetime value of a customer and ultimately market share while at the same time decreasing employee turnover and customer acquisition costs.

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