Redington designs its partner programs to build a strong customer engagement
Ramesh Natarajan
CEO - Redington
In a world where customers expect solutions to their problems rather than specific products, no organisation is going to be able to effectively address these expectations on its own. Partnerships are an integral part of the organisation’s offerings. Partner Programs are aimed at solving customers' problems by leveraging network effects and an ecosystem approach. Partner programs are one of the most crucial mechanisms that enable any organisation to bring together the right set of partners, enable this ecosystem to focus on specific outcomes and channel the resources necessary for achievement of these outcomes.
Key elements in Redington’s Partner Programs
Partner programs are designed by Redington in sync with brands and seek to drive emerging technologies / business models such as subscription models, annuities, Hardware-as-Service etc., apart from On-prem offerings. These models bring in newer revenue streams for partners as well as other stakeholders. Incremental resources and benefits are geared towards new technologies as well as promoting Partners' digital maturity and enhancing their revenues. Also, our Programs promote affordability programs to help Partners gain from the shift in consumer spending behaviours. Broadly therefore, our partner programs aim to equip Partners with the specific resources required to tap an identified set of opportunities.
Partner programs are designed to build a strong customer engagement, build solutions to customers' problems, enhance customer retention, lengthen the customers' journey with partners and help build demand generation through referrals. As part of the programs, we seek to offer partners' technologies and skill sets that we invest in, and build Lifetime Customer Value. The key principle is to ensure partnerships are clearly a win-win proposition for all stakeholders (including partners, customers, brands and distributors). Therefore, we seek to ensure the objectives are aspirations as well as achievable. The program is to be simple, clearly understood and drive some “quick wins”, as far as possible, to build momentum. Also, we try to build on partners' feedback and the learnings from previous programs.
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