Posted By: Mike Moore, Averetek /
We’ve all been there. You dial into your phone, cable, credit card or other 800-number and you’re asked to enter your card or account number, presumably so that when you eventually speak to a human, they’ll know who you are and be able to quickly provide assistance.
But things rarely work out that way. The first questions that the customer service representative usually ask is who they’re speaking with and if you can provide your account number. As an existing customer of that company, it’s insulting.
Your channel partners have the same expectation when they interact with your staff and your partner tools. They want to be treated with respect and recognition for who they are and what they contribute to your partnership. And they want these interactions delivered through a simple, personalized experience.
It takes some work, but you and your partners will be better off in the long-run.
- Give Them What They Want - The first step in delivering a personalized experience starts with the recognition that partners expect personalization. If you think about a social media site like Facebook, my home page is different than yours. While the functionality of the site is the same, the content is based on my connections, page likes, and how I interact with content and people. So partners aren't unique in this expectation. We all have it based on all of the other sites and tools we use.
- Connect Systems With the Data - The next step is connecting the data. Whether your partner information exists in Salesforce.com or some other database, it's important to connect that information to your partner portal, channel marketing software, learning management system, and any other tool that partners will use. If those tools aren't designed to use profile data to personalize the partner experience, you can either ask the tool provider to make the changes needed to deliver personalization or choose tools that offer personalization as part of the default feature set.
- Be Selective - The final step is to resist the urge to share every campaign, program, incentive, etc. with every partner and instead, I recommend being selective about using the ability to personalize and target the right group of partners with the right programs. By being selective, about which partners you include in your program, you're likely to achieve better results because the participants will care more about what you have to offer than your general pool of partners.
Personalization is one of the key tenets of the Averetek channel marketing automation platform. You can learn more about how we enable personalization in the video below.