What strategies can you use to build a partner development program focused on customer success?

Unless your partnering program model centres around: 1. Value for customers 2. Value for partners 3. Value for your company in that order... you'll be building a house of cards that will surely collapse (if it get's built up at all) It starts and ends with customer value; this means being disciplined in only committing legitimate resources to partners who have a track-record, or have given all indications they are committed to building innovative joint solutions (integration/service) that REALLY move the needle on TOP level customer outcomes/KPIs By rewarding and investing heavily in the partners who DO this, and distancing yourself from those who don't, will naturally result in a flywheel that puts customer first

In my experience, the first step towards a successful partner development program is precisely identifying and segmenting our partners. For EasyWeGo, this meant categorizing our partners into groups such as local transport providers, cellular data companies, and payment wallet services, each with unique needs and capabilities. One time at work, we realized that our approach to a small, local transportation company had to be different from that to a multinational cellular data provider. Tailoring our program to address the specific challenges and opportunities of each segment allowed us to provide more relevant resources and support.

Aligning partner outcomes with customer success has been a cornerstone of our strategy at EasyWeGo. One thing that I have found helpful is setting clear, measurable goals that directly contribute to our customer's satisfaction and retention. For instance, when partnering with a payment wallet service, we focused on how seamless payment integration could improve user experience and reduce friction, directly impacting customer retention. By closely aligning these outcomes, we created a symbiotic relationship where our partners' growth and success directly contribute to our customer's positive experiences, fostering a mutually beneficial ecosystem.

Empowering your partners and resellers is pivotal for business growth and maintaining high customer service. Establishing an academy serves as a valuable avenue for equipping partners with resources such as webinars and online courses to enhance their skill sets. Ensure ongoing dialogue regarding the latest product roadmap, providing advance notice to allow partners to prepare and assess market potential. Additionally, offer dedicated workshops and gatherings, both virtual and in-person, to fortify relationships and foster collaboration.

Offering continuous learning opportunities has been key to keeping our partners engaged and informed. One time at work, we launched a series of webinars focusing on the latest trends in travel technology and sustainability practices, which was highly appreciated by our partners. This initiative not only helped our partners stay ahead of industry trends but also empowered them to offer better services to travelers using EasyWeGo. Creating a collaborative learning environment has encouraged innovation and shared success, significantly contributing to the overall value we deliver to our customers.

Reward partners and recognise the one that have help you. to grow and secure your account That could be done through a joint case study, mention in your sales deck, alignment with your C-level or presentation to new teams. a good way once your program become more important is to create Partner Advisory board or Partner Council where only the top partners can have access. If you structure your programs with Channel having different status with clear define requirements and reward for the partner is also a good way to improve

Implement varying partnership tiers based on the performance of your partners to elevate their engagement levels. Consider tiers such as Silver, Gold, and Diamond, each offering distinct benefits such as case studies, exclusive access to keynotes and conferences, discounts on your products, and more. Tailoring these benefits to partner performance incentivizes growth and fosters stronger partnerships.

Recognizing and rewarding our partners has been instrumental in fostering long-term relationships. In my experience, tangible rewards combined with public recognition greatly motivate partners. For example, after a local transportation partner successfully integrated their service with our platform, leading to a noticeable increase in customer satisfaction, we featured their story in our newsletter and offered them enhanced visibility on our app. This not only boosted their business but also encouraged other partners to improve their offerings, creating a ripple effect that ultimately benefited our customers.

Actively soliciting and responding to partner feedback has been a critical aspect of our partner development program. One thing that has been particularly effective is our quarterly partner review meetings, where we discuss challenges, opportunities, and feedback. This open line of communication has allowed us to make iterative improvements to our platform and our partner program. For instance, based on partner feedback, we streamlined our data integration process, significantly reducing the time it takes for new partners to come onboard and start providing services to EasyWeGo users.

Beyond the structured strategies, cultivating a culture of mutual respect and open communication has been pivotal. One story that stands out is when a potential partnership was on the brink of collapse due to differing expectations. By taking the time to understand their perspective and adjusting our approach, we not only salvaged the partnership but also turned it into one of our most successful collaborations. This experience underscored the importance of flexibility, empathy, and the willingness to adapt as key components of any partner development program, especially in a dynamic industry like travel technology.