Welcoming Distributors onto Networks

One of my clients sells multiple lines of technologically complex products through a network of non-exclusive distributors.  Distributors “own” the customers and handle all repairs, upgrades, and a wide variety of questions.  Keeping up with the technology is a challenge for the distributors, so the company has a service line for the distributors.  A typical call center environment.

There are problems with this common arrangement, a major problem being that the distributor might not get the best advice.  The in-house expert on YOUR problem might not answer your call.  S/he is busy with another call.

An in-house discussion platform is a good first step to ameliorating this situation in a safe environment.  Agents can quickly look up information that includes comments from other agents – here’s what works, here’s a tip a distributor shared with me – the kind of insight that goes beyond fact sharing to problem solving and becoming a valued advisor.

Starting with the internal platform develops familiarity and comfort in managing and using a social platform, and it opens the door to a second step.  Why not let the distributors, who are geographically far-flung, talk to the experts and to each other?  We expanded the platform to allow distributors to post questions and comments, and the corporate engineering experts participated on the site at specific times.  The engineers loved the direct feedback from the field, and the distributors liked being able to contact THE expert.  Results?

·        The number of calls to the call center began to decline. 

·        Calls that do occur are handled more effectively as agents feel more empowered and capable of providing better answers to distributors.

·        Engineers are gathering and acting on field and usage information more quickly.

·        And distributors are feeling more a part of the company, and that engagement drives sales.

As internal social media platforms begin to embrace additional points along the supply and distribution chains, relationships begin to change.  Engagement means welcoming extended family into the fold.