Some industries have unique relationships with their customers - even the definition of 'customer' may vary, depending on how products and services are produced and distributed.

Take manufacturing for example, where sales/service channels can include distributors and dealers who are, in effect, the manufacturer's direct customers. Their perceptions and needs are important to know. They are often the ones who have direct contact with end customers and can positively or negatively impact the manufacturer's brand/reputation.

When selling through a distribution channel, it's also a good idea to survey end customers as well to identify and recognize those channel partners who are doing an excellent job representing the manufacturer.

On the flipside, you'll also learn which channel partners are not performing well, why customers rate their performance the way they did, and what needs to change in order to drive performance improvement.

Contact the Loyalty Research Center for more information about implementing a channel partner/end customer study today.