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Article : What Makes a Good Partner Programme? 5 Steps to Success

#contactcenterworld, @puzzelsolutions

Author: Rob Wiles, Partner Channel Director at Puzzel

What makes a good partner programme? 5 Steps to Success

Leveraging partnerships is good for business but the channel landscape is changing. Tomorrow’s winners will truly engage with their partners says Rob Wiles at Puzzel. Here, he shares 5 top tips for building a supportive channel ecosystem.

Early in 2019 a principal analyst at leading research and advisory firm Forrester said he had seen "more disruption in the channel in the past 18 months than in the past 37 years combined."

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Interestingly, he then went on to say that "ecosystems are set to replace traditional channel programs", a trend that echoes Puzzel’s own conversations with partners. Many of our partners simply want to ‘dip in and out’ of a vendor’s portfolio but combine it with offerings from other vendors or even with their own in-house skillsets and intellectual property. With this in mind we are looking for new ways to engage with the channel and here are my thoughts on what makes a good partner programme.

5 steps to an effective partner ecosystem

The best channel strategies create impact in the marketplace while giving customers something new and relevant to their business. At Puzzel our strategy is simple, rewarding, on trend, disruptive and above all supportive:

1. Less is definitely more – while many vendors go for high volume, we believe partners should be chosen carefully. The aim is not to recruit 100s of partners but provide organisations with an opportunity to be part of a supportive ecosystem. Look for partners who bring different skills, perspective and value to the mix. They should complement each other’s products and services. They should also be able to determine their own level of engagement to best suit their individual business models. This gives partners the freedom to generate new revenue streams while effectively protecting margins and ensuring their offerings stand apart from the competition.Be sure to include industry analysts, consultants and latest social influencers on LinkedIn and Instagram. Their power to influence buying decisions is real and viral so it is important to involve and nurture them!

2. Brilliant engagement – winning vendors are those that truly engage with their partners to achieve coverage and scale in today’s competitive marketplace. Sharing collective knowledge and expertise with partners to create joint value propositions will have real impact on the market and drive customer success. Extend engagement beyond the immediate partner management team to include high-touch sales people, solutions architects, pre-sales and marketing. Why not add the VIP touch by appointing executive sponsors for partners who want to focus 100% on your business?

3. Positive commercials – most organisations will agree that different types of partners are motivated by a different set of discounts, rebates and MDF rates when they are really only thinking about what motivates the channel or sales department. Successful vendors should seek to introduce incentives that excite all areas of the business from the owner to the financial director as well as the salespeople and beyond.

4. Trusted technology – we promote the benefits of cloud contact centre solutions that combine omnichannel technology with Artificial Intelligence (AI) to support complete customer interactions in a digital age. Highlight scalability to accommodate all customer types so that partners can rely on one platform to meet their customers’ end-to-end needs. Be creative and build a marketplace where partners can monetise their offering and where everyone from IT administrators in small companies to seasoned enterprise architects, in large multinational organisations, have easy access to the best vendor and third-party solutions, all in one place. Use trusted technology to spread the word and build business cases.

5. Create a supportive channel community – it’s all about enablement, enabling partners to win and delight customers in their own way. Start with the basics, which can be overlooked. Communicate news about upcoming product releases before they become public. In advance, give partners the marketing tools they need to deliver the right message and generate hot leads. Remember to train the whole team – pre-sales, sales, operations, support, marketing and professional services. At Puzzel we aim to enabling partners to become effective customer experience (CX) consultancies and value added partners to their own customers.

The secret to building an effective channel is to brave and dare to be different! Turn traditional thinking on its head and learn the new rules of partner engagement.

Rob Wiles is Partner Channel Director at Puzzel

#contactcenterworld, @puzzelsolutions

About Rob Wiles:
Rob Wiles is Partner Channel Director at Puzzel

About Puzzel:
Company LogoPuzzel (formerly Intelecom) builds on 20 years’ heritage. It was one of the first pioneers to develop a cloud-based contact centre. Puzzel also encompasses leading mobile messaging and mobile payments to deliver a flexible and customisable customer interaction platform to meet the needs of today’s omni-channel and mobile environments. Headquartered in Oslo, Norway, Puzzel employs over 130 people who are all passionate about delivering innovative customer interaction solutions for contact centres and mobile environments.
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Published: Friday, January 17, 2020

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2023 Buyers Guide Automation

1.) Agara

Agara is an autonomous virtual voice agent powered by Real-time Voice AI. It is designed to have intelligent conversations with your customers, vendors, and partners without any assistance from human agents. It can handle a wide variety of calls including inbound customer care calls, outbound lead generation calls, appointment scheduling calls, and overdue payment recovery calls.

Agara is available for several industries including banking, insurance, retail, e-commerce, airlines, and telecom. Powered by advanced Real-time Voice AI that understands speech in real-time, automatically determines the right process to follow and guides the caller along in the process with natural conversation.


EVA Voice Biometrics
Powered by Auraya's patented ArmorVox engine, EVA is a voice biometric extension that provides secure and seamless identification & verification capabilities for Amazon Connect. EVA provides delightful customer experience by removing the friction of providing PINs, passwords or secret information in order to prove caller identity. EVA comes standard with active and passive modes and a simple yet powerful agent interface. This allows for personalised self-service and a more friendly and efficient experience when interacting with an agent.

Outdated security methods such as PINs, passwords and security questions have become insecure and unreliable. Forgetting passwords and security answers o...
(read more)

Call Adapt

Soundboard Software
Call Adapt is a cloud-based digital soundboard application designed for contact centers. It works with any type of call and integrates with your existing dialer system. Powered by smart audio technology, Call Adapt gives your agents the ability to converse with customers in real time using programmed keyboard shortcuts. The result is perfect pitch delivery and less time spent on repetitive tasks.


Cognigy is a global leader in Conversational AI Automation. Its platform, Cognigy.AI, enables enterprises to automate customer and employee communications using intelligent voice and chatbots

Consilium Software

Consilium UniCloud™
UniCloud™ is an intuitive platform that allows Enterprises to deploy and manage their Unified Communication (UC) and Contact Center (CC) services with ease and entire provisioning can be completed in seconds using this comprehensive tool supporting digital transformation. The latest release 7.0 of UniCloud™ is a multi-tenant platform that transforms the delivery, management, and integration of collaboration and contact center solutions, for both Cloud and On-Premise deployment models.
With its single-pane-of-glass views and quick provisioning tool, UniCloud™ is instrumental in reducing the time to provision an entire multi-cluster Cisco collaboration platform, including contact centers (C...
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eGain Corporation

eGain Solve
Proven, Easy, and Guided Journey to Automate Customer Engagement in a Digital+AI World


Automated Language Testing
Emmersion offers automated assessments to quickly and accurately test speaking, writing, and grammar fluency in 9 languages and counting. We help contact centers improve CSAT scores by screening for top talent and retaining top performers.

OpsTel Services

The SPEED solution solves for service level issues while cost optimizing the environment with automation.

Provides an enhanced way to speed up & optimize invoking temporary agent skills configuration changes into the contact center environment.

Speed allows you to schedule both future changes & temporary changes that auto-revert back to the original state when scheduled time expires.

Speed features:

*Automated / Scheduled Temporary Agent Skills Configuration Management
*Immediate Temporary or Reoccurring Schedule Skills Configuration Changes
*Easy to Use/Operations Administration Focused
*Descriptive Monitoring Activity Dashboard
*Detailed “End to End’ Audit Trail and Perfor...
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