Strong demand for customization and services highlights critical role of partners and risks of underpricing value through excessive discounting.
By Larry Walsh
Technology vendors like to talk about the functionality, performance, and value of their products. Many boast that their offerings work out of the box, delivering immediate benefits. It’s compelling storytelling — particularly during sales cycles — but it rarely reflects reality.
Channelnomics frequently reminds vendors that they’re not the solution to every technology challenge. Meeting the full scope of customer needs requires multi-branded, multi-product systems that deliver value greater than the sum of their parts. Even then, customers expect customization.
According to Channelnomics research, 73% of end customers — particularly enterprise accounts — expect systems to be customized and fine-tuned to their specific requirements. This goes beyond basic integration. Customers want tailored user interfaces, customized reporting dashboards, automated data processes, and enhanced security controls.
