Why Satisfaction Is A Moving Target

There's a new dimension to this year's Channel Champions research study, one that reflects the very tangible financial metrics by which a solution provider gauges the value of a particular vendor relationship—a judgment that changes with time.

HEATHER CLANCY Can be reached via e-mail at hclancy@cmp.com.

Tangible things like the return a solution provider gets on the investment it has made in learning that vendor's technology and in figuring out how to deal with their field-sales people and channel managers. Satisfaction with services attach rates associated with a product, or the rebates, margins and spifs the VAR can earn on a product sale. The percentage of sales the vendor under consideration contributes to a given solution provider's overall revenue in a particular product line. Or how much it has enhanced the solution provider's sales over the past year.

I should step back for a moment and explain how the two-phase, annual CRN Channel Champions research project works. Simply put, it is a random survey of satisfaction, which in itself is a subjective word and a feeling that changes over time as relationships—and the expectations that go with them—mature. Solution providers are not asked to rate one vendor against another, although the human brain often makes connections we can't control. We do ask respondents to weight the individual criteria for importance, though. What's more, the survey is intended to measure the vendors that have the most established, broad channel programs and that are seeking to be inclusive. After all, if a vendor isn't seeking to generate the majority of its sales through a healthy, growing channel, should it really be dubbed a Channel Champion?

Editorially speaking, the measurement metrics have changed dramatically and subtly over the 20 years CRN has been running this survey. One thing that hasn't changed: Product quality and reliability is almost always the most heavily weighted criterion, no matter the product.

Within our new financial criteria grouping, services attach rate rose to the top of the heap in importance, which tells me more solution providers have learned not to rely as heavily on the capriciousness of margins and rebate programs that can change more quickly. ROI, though, was close behind.

My biggest revelation, however, came when I started analyzing the results related to program elements. Several years ago, we decided to consider post-sales and pre sales support separately after lumping them together for years. It should surprise you little to hear that post-sales support is consistently the criterion solution providers weight most heavily. In my opinion, most vendors have a lot of work to do in the technical support area. Some don't even maintain separate support functions or prioritization strategies for their solution provider partners, which is a big mistake.

Share your tales of satisfaction and dissatisfaction. CRN Editor Heather Clancy welcomes letters at hclancy@cmp.com.