IT Market Dynamics – Canada’s most widely-read IT research firm – has posted a slide show containing findings from original research on channel loyalty programs.
“Loyalty programs and the channel sales process
” is a 15-slide deck presenting results from 22 in-depth interviews conducted with sales professionals representing three different kinds of reseller – DMRs, national VARs, and regional VARs.
“Although 22 respondents isn’t a large sample, the results provide unique insight into how vendor programs can and do motivate channel sales behaviour,” said Michael O’Neil, ITMD’s CEO. Respondents were very consistent in their identification of the factors that encourage them to work more closely with a vendor, or which would prompt them to focus on a competitive offering.”
ITMD’s research uncovered a number of issues that are important to channel management, channel sales representatives, and vendor channel executives, including:
- Ease of use – and all program components that lead to ease of use, including ease of using rewards, ease of checking status, and even the ease of registering and logging in – are essential to good loyalty program design.
- Good program communications are also important to the success of a loyalty program – and channel sales professionals expect to receive these communications via email.