The new customer connection: addressing the evolving needs of end users
Overview
Sylvia Chind, Head of Operational Readiness for Indirect at Vodafone Business, will explore:
How partner-customer relationships are evolving
The rising end-user demand for technology training and education
What partners can do to address the new core needs of their customers
Anticipating the future
Our new Partner of the Future research highlights the need for end users to balance emerging and mature technologies while encouraging channel partners to offer industry-specific solutions. The results clearly show that successful channel partners adapt to meet the core needs of end users and anticipate future priorities to win new business.
A deeper understanding of end-user priorities
Our research shows that the top three current end-user priorities for IT support are:
Training in emerging technologies
Helpdesk and 24/7 support desk services
Education on selecting the best tech for their business
Looking ahead, these priorities will shift, with education on selecting the best tech moving up into second position, and helpdesk services becoming less of a priority.
This marks a turning point, as the focus shifts from reactive support to proactive enablement, helping businesses confidently identify and use the right technologies.
That means every business decision must demonstrate value. Channel partners need to show that their expertise and services go beyond transactional delivery. By aligning with end-user priorities, channel partners can build stronger relationships, secure loyalty and position themselves as essential resources in a crowded marketplace.
The opportunity for realignment
While end-user priorities are changing, channel partners' perceptions may not be entirely aligned. According to our research, channel partners believe their customers most value the following types of IT support:
Helpdesk and 24/7 support desk services
Education in the best tech for their business
Provision of specialist content
Training in emerging technologies
This deviates from the top three requirements of end-users: training, education, and helpdesk support. While helpdesk assistance remains important, reactive support alone doesn’t meet the increasing need for proactive relationships between partners and clients. These relationships should be built on training, guidance and tailored education.
A new competitive edge through education and training
This is a key opportunity for channel partners to gain a competitive advantage. Customers recognise that technology is advancing rapidly, and without proper training, they risk falling behind more adaptable competitors.
An effective way to position yourself as a trusted advisor is to adopt a messaging framework that clearly communicates your commitment to end-user training and education. This approach goes beyond teaching businesses how to use tools; it involves helping them identify and strategically implement the right technologies.
Which brings us to the second end-user priority: The role of education in identifying the best technologies for their business.
By educating businesses on how to select the right technology and guiding them through their transformation journey, you create real value. That’s because many businesses may lack the expertise to identify which tools and platforms will best serve their needs. Bridging this knowledge gap will make you indispensable, leading your customers to solutions that ensure long-term success.
The need for deeper customer understanding
Many channel partners acknowledge they could get closer to customers. Our research shows that 67% find understanding their customers' current and future needs a challenge, while 28% reported difficulties in identifying the best solutions for their customers.
These challenges emphasise the importance of building strong, consultative relationships. Many channel partners already dedicate time to understanding their customers' industries, pain points, and strategic goals, deepening this understanding can enable them to offer more tailored and impactful solutions. This approach will ultimately enhance their role as trusted advisors.
A partnership for success
We recognise the opportunities that await as channel partners adapt to new end-user demands. That’s why we’re committed to supporting you at every step, helping you gain a clearer understanding of your clients’ needs.
We’ve built our suite of services from the ground up, to deliver the tools and knowledge you need to succeed. These include:
Marketing support
Easy access to product information, marketing materials and sales tools. We’ll help you analyse your current approach and offer tailored customer acquisition plans and marketing support. From campaign assets to personalised strategies, we provide the resources you need to communicate your value effectively and fully engage your target audiences.
Ongoing business support
Our dedicated partner support team is on hand to provide guidance, answer questions and help you navigate complex customer challenges. You’ll have a dedicated business manager, available to support you whenever you need it and help you drive sales growth. Gain access to the expertise, agility and resources needed to thrive in a rapidly changing marketplace.
Prepare your business for the future
The future for channel partners is clear. The focus is no longer solely on the hardware and software you deliver, but on the added value that supports your customers’ broader goals.
Discover how Vodafone Business can help you meet and exceed your customers’ expectations. Together, we can build a stronger, more successful future for your business and for your customers.