Measuring Partner Loyalty

January 1st, 2018

Summary

Partner loyalty is the preference that partners display for a particular supplier over time. Suppliers should model and measure partner loyalty based on engagement and productivity factors. Use direct feedback from partners to supplement loyalty indicators based on partner activity and sales data. When examining partner loyalty in B2B channels, results can be ambiguous. In fact, suppliers often develop loyalty programs without planning how to measure their impact. In this report, we provide a framework for tracking and measuring partner loyalty.

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