The role that channels and business partners now play in securing end customers trust, commitment and loyalty cannot be overstated.

Given the ever-increasing dependence on Web-based communications and commerce and the breaking down of geographical constraints, it's no surprise that these relationships have become integral to today's extended enterprises, and a fundamental component of successful, customer-focused businesses.

Channel/Partner Loyalty Management encompasses a parallel research process that enables your organization to better understand and leverage the roles that channel partner's play in gaining and keeping your customers trust and commitment. Using this approach, you can:

• Better understand the relationships among your channel partners and end customers.
• Determine if your partners understanding of end customers needs align with actual requirements.
• Confirm that your channel/partner relationships support a mutually beneficial, commitment-driven customer experience.
• Verify that your channel partners understand and acknowledge both the rational and emotional sides of customer relationships.
• Clarify and deepen your channel/partner relationships.