When confronting similar dilemmas in the past, I've found it helpful to substitute consumer for customer, because the consumer ultimately defines the relative perceived value of your offering. These days consumers are finding it easier and easier to research what they're getting for their money, so it is wise to address your value proposition very strategically, with the consumer in mind.
You have, I think, correctly identified your distribution channels as partners. They are like internal customers in that what you supply to them, e.g. products, information, must be of high quality in order for them to deliver on their end in an optimal manner. Relationships matter a great deal in helping these partnerships to be successful.
As far as data is concerned, most companies make the mistake of measuring what is convenient, rather than what is most strategically important. In this new era of 'big data' you have many options for being informed on changing end-customer preferences, and you'd be wise to take advantage!
Is this answer helpful? Schedule a free consultation with Jon.
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