MicroScope+ Premium Content/MicroScope

A recently published vendor survey suggests the IT channel today is missing ‘the human touch’. This may come as a surprise, given the importance of relationships to the channel, but the research by Kaspersky shows that nearly seven out of 10 resellers and distributors want better relationships with vendors. The same number say they would like more personal contact with their dedicated account manager. Kaspersky notes that the current need for more of a human touch is key, given that phone calls have, in many cases, been replaced by email and other digital forms of communication. “It is clear that vendors must change the way they are operating to stay in line with the evolution of the channel and partner demands,” says Andy Bogdan, head of UK SMB channel at Kaspersky. “Vendors have the know-how, industry expertise and resources to become real thought leaders in the channel, and that is what their partners want – and need – to receive from them.” Talking economics However, how much time and effort a vendor spends developing a ...