Part 1 : How can you create better partner and customer relationships?
Posted 25 February 2008 at 8:43AM by Graham Jarvis in Doing business online
Surely by providing first class partner relationship programmes we can improve customer relationships too? Let's look at how you can create better customer relationships by supporting your partners.
The customer remains King. Anything and everything we do will have an impact on our customer relationships. We need to work with firms of endearment, said marketing guru Philip Kotler at a conference in 2008. Do you agree? I think so. These are companies that share your vision, and add value to your customers. Much depends on how the value and supply is managed, don't you think?
Eliyahu Goldratt describes this process as the 'critical chain' in his top selling business novels, 'The Goal' and 'It's not Luck!' Well supported partners will develop longer term, and profitable customer relationships. The focus is on how value is delivered throughout the chain, removing bottlenecks along the way. How do you think technology can remove the constraints on your business relationships?
Like with customers, a number of factors have to be considered. Distributors, for example, might work with several competing companies. Partners therefore can't be taken for granted. They need to feel valued by your firm, with the right incentive programme in place to reward them. Do you agree? I'd like to hear your tips on how companies need to support their partners, ensuring that they remain loyal too.
- Think, how do you get distributors to favour your products and services over anyone else's?
- How does a partner relationship loyalty programme differ to a customer-focused one?
- How is the whole customer management process supported by technology?
Mohammed Thiab says on Plaxo Pulse that they need to be treated on a case-by-case basis. He also believes that better partner relationships are opportunity-driven. They should be chosen selectively according to their ability to sell and fulfil customer orders efficiently and effectively. Ideally they'll have the capability to support your customers; the expertise supported by information communication technology to provide effective customer service, and the customer-related databases to improve insight to increase sales.
The second part to this post can be found over on the BT Cisco community.
Do you agree with Mohammed Thiab, and what else should we consider when seeking to develop better customer and partner relationships?
Tags: bt, bt broadbandoffice, bt cisco, bt tradespace communities, cisco, crm, partners
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