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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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Today's Tip of the Day - Lifetime Of A Number

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Published: Friday, January 17, 2020

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2021 Buyers Guide Recording


ASC Recording Insights and neo
ASC Recording Insights guarantees legally compliant recording and analysis of all communication channels in Microsoft Teams - including audio calls (internal and external calls), chat conversations and video meetings.

neo Recording, QM & Analytics address all enterprises with recording needs, especially contact centers. The content of communication becomes accessible and critical information and trends are revealed, providing real-time business intelligence for immediate management action.

Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.


Microsoft Teams Cloud Recording Service
Geomant offers a fully managed recording service for those organisations who need to address compliance or quality management while working on Teams. The Service utilises Verint’s market leading recording technology and is hosted by Geomant in Microsoft Azure. Our managed service approach is unique in that it allows organisations to benefit from advanced recording features, all while being free from any technical infrastructure or maintenance requirements that come with a traditional on-premises set up.

Lieber & Associates

Recording System Consulting
L&A provides vendor-independent consulting services to select, contract for, test, and implement contact center recording systems. The firm's consultants specialize in contact center I.T. and have several decades of experience each with all major and many smaller makers of phone and call recording systems.


Numonix's IXCloud is one of the first fully managed compliance recording solutions for Microsoft Teams. IXCloud securely records, stores and analyzes interactions in the cloud without physical or virtual servers. As a fully managed Azure-based, Software-as-a-Service cloud interaction recording solution, IXCloud takes interaction capture into the future. It enables instant and elastic scalability to support business growth and provides the necessary tools to enhance business performance while maintaining compliance. IXCloud redefines versatility with its OpenAPI framework that enables application development. Companies and third-party developers benefit from IXCloud native capture technology, whether it be integrating with internal systems or building a third-party application.

Nuxiba Technologies

Enterprise recording management for storage, retrieval, playback, and monitoring communications throughout your contact center.

Record screen activity and calls across agent workstations, measure and monitor quality levels across all campaigns and analyze recordings to capture first-hand customer data and requirements.

Easly access all recordings and critical information to provide improved customer experience, sales, and productivity!


Oreka TR
Oreka TR total recorder includes all of the call recording capabilities you will need, at about half the cost of competing for call recorder solutions, including screen recording, mobile phone recording, live monitoring, on-demand recording, multi-tenancy, multi-site recording, audit trail, call exporting, retention management, auto-tagging (for speech analytics and phrase spotting) and so much more.

PCS Software

Call recording solution fully integrate to all main pbx solutions.

Teckinfo Solutions Pvt. Ltd.

InterDialog UCCS
InterDialog UCCS enables organizations to adhere to all compliances with its inbuilt call recording software and also has an option for screen recording. With centralized repository of all voice logs, its easy to maintain & retrieve all voice files and have a central control in case of multiple branches set up.

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