{"id":6690,"date":"2025-09-26T15:38:12","date_gmt":"2025-09-26T14:38:12","guid":{"rendered":"https:\/\/www.biworldwide.com\/uk\/?p=6690"},"modified":"2026-01-06T14:16:37","modified_gmt":"2026-01-06T14:16:37","slug":"prevent-quiet-quitting-by-your-channel-partners","status":"publish","type":"post","link":"https:\/\/www.biworldwide.com\/uk\/our-work\/blog\/prevent-quiet-quitting-by-your-channel-partners\/","title":{"rendered":"Prevent quiet quitting by your channel partners"},"content":{"rendered":"<div class=\" has-content-align-left has-overlay has-overlay--dark alignwide wp-block-biw-block-theme-hero\">\n\t<div class=\"biw-hero__grid\">\n\t\t\t\t\t<div class=\"biw-hero__breadcrumbs\">\n\t\t\t\t<div id=\"breadcrumbs\" class=\"breadcrumb-nav__wrapper\"><span class=\"breadcrumb-nav\"><span><a href=\"https:\/\/www.biworldwide.com\/uk\/\">Home<\/a><\/span><\/span><\/div>\t\t\t<\/div>\n\t\t\n\t\t\t\t\t<div class=\"biw-hero__media has-dynamic-border-radius\">\n\t\t\t\t\t\t\t\t\t<div class=\"biw-hero__overlay overlay-dark\"><\/div>\n\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.biworldwide.com\/wp-content\/uploads\/2025\/02\/Quietly-quitting-your-customer-J.Havemeier-12.23-1728x600px.jpg\" alt=\"A finger presses a green button with a smiling face. Next to it are a yellow button with a neutral face and a red button with a sad face, representing different mood or satisfaction levels.\" class=\"biw-hero__bg-image\" style=\"object-position: 80% 54%;\">\t\t\t<\/div>\n\t\t\t\t<div class=\"biw-hero__content\">\n\t\t\t\t\t\t<h1 class=\"biw-hero__title\" style=\"line-height: 1.2\">\n\t\t\t\tPrevent quiet quitting by your channel partners\t\t\t<\/h1>\n\t\t\t\t\t\t\t\t\t\t<div class=\"biw-hero__text\">\n\t\t\t\t\t\n\n<p>Keep your channel partners satisfied and prevent them from &#8220;quiet quitting.&#8221;<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a aria-controls=\"modal-header-lead-gen\" href=\"#\" role=\"button\" class=\"wp-block-button__link wp-element-button modal-trigger core-button-trigger\">Get in touch<\/a><\/div>\n<\/div>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<div class=\"biw-hero__experts\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"biw-hero__expert\">\n\t\t\t\t\t\t\tDeborah Watson\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"biw-hero__expert-title\">, International Sales &amp; Channel Incentive Strategy Leader, BI WORLDWIDE EMEA<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<a href=\"#related-experts\" class=\"biw-hero__experts-link\">More about the author<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<p>Channel partner loyalty plays a vital role in a company\u2019s success. For many reasons, your loyal partners are your most valuable asset. As competition and channel partner expectations continue to increase, it\u2019s important to recognise the signs that point to partner disengagement.<\/p>\n\n\n\n<p>By looking at the question from the perspective of the channel partner and evaluating your strategies for retention and engagement across their lifecycle, you can prevent the all-too-common problem of \u201cquiet quitting.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading is-style-default is-style-default is-style-default\">Why do channel partners quietly quit?<\/h2>\n\n\n\n<p>The most common reasons channel partners quietly quit is dissatisfaction, disinterest and ambivalence. While these may seem similar, they reflect different stages of disengagement, from apathy to uncertainty to outright frustration.<\/p>\n\n\n\n<p>In our first-of-its-kind research conducted in partnership with KANTAR, <strong>22% of channel partners surveyed<\/strong> were categorised as &#8216;<strong>engaged<\/strong>&#8216; with the brand they work with and want to continue to work with them. This means that over <strong>75% of channel partners are disengaged in some way<\/strong>, categorised as either:<\/p>\n\n\n\n<p><strong>Trapped <\/strong>&#8211; These partners are not satisfied with the brand but do recommend it.\u00a0 The brand is often replaceable for these channel partners, and it\u2019s only a matter of finding a more trusted and reliable brand. Nearly <strong>50% of channel partners <\/strong>in our research fell into this category.<\/p>\n\n\n\n<p><strong>Vulnerable <\/strong>&#8211; These partners are neither satisfied with the brand nor prefer it and made up <strong>23% of channel partners<\/strong> in our research.<\/p>\n\n\n\n<p><strong>Unattached <\/strong>&#8211; These partners relationship with a brand is purely transactional. Brands are disposable to them and will be replaced at the slightest inconvenience. <strong>6% of channel partners <\/strong>fell into this quadrant.<\/p>\n\n\n\n<p>Often an emphasis from the vendor on the transaction with a partner versus the relationship is what creates this disconnection. The reality is dissatisfaction can occur at any point in the partner lifecycle and there are many points of friction in a channel ecosystem that can cause channel partners to disengage with a manufacturer.<a id=\"_msocom_1\"><\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<div class=\"wp-block-media-text is-stacked-on-mobile is-image-fill-element\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2025\/02\/20.png\" alt=\"\" class=\"wp-image-1436 size-full\" style=\"object-position:50% 50%\" srcset=\"https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2025\/02\/20.png 1024w, https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2025\/02\/20-300x150.png 300w, https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2025\/02\/20-768x384.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p><strong>Find out more about how to measure the strength of your channel partner relationships and the channel affection matrix quadrants.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.biworldwide.com\/uk\/our-work\/blog\/measuring-the-strength-of-channel-partner-relationships\/\">Click here<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<h2 class=\"wp-block-heading\">Is your company failing your partners through transactional programme design?<\/h2>\n\n\n\n<p>If you&#8217;re uncertain, here are three questions to consider:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Have you defined and optimised your channel partner programmes based on the true value partners provide?<\/h3>\n\n\n\n<p>Value added resellers are just that, the value they bring to your end customers and touch points where they represent you as a brand are extensive. This includes their investment in innovation, training, pre-sales and support of your strategic objectives. But are you rewarding and recognising the value partners add outside of the sale? The missed opportunity is not understanding and recognising specific needs and behaviours of partners at different stages of the end customer journey. Address this in your programme design and your partners will be more engaged, satisfied and motivated to succeed with you.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"377\" src=\"https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2025\/09\/image-1024x377.png\" alt=\"An infinity loop diagram showing stages from new\/returning customers to offboarding: Collaboration (lead gen, retention, servicing, technical support), Innovation, Feedback loop (sales, marketing, knowledge, customer experience, upsell).\" class=\"wp-image-6852\" srcset=\"https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2025\/09\/image-1024x377.png 1024w, https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2025\/09\/image-300x110.png 300w, https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2025\/09\/image-768x283.png 768w, https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2025\/09\/image-1536x565.png 1536w, https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2025\/09\/image.png 1641w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<div class=\"wp-block-media-text is-stacked-on-mobile is-image-fill-element\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"720\" height=\"630\" src=\"https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2025\/01\/membership-tiering-hero.png\" alt=\"\" class=\"wp-image-930 size-full\" style=\"object-position:50% 50%\" srcset=\"https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2025\/01\/membership-tiering-hero.png 720w, https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2025\/01\/membership-tiering-hero-300x263.png 300w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p><strong>Discover how tiering can maximise your channel incentive and loyalty programmes.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.biworldwide.com\/uk\/our-work\/blog\/tiered-loyalty-programmes-strategies-for-driving-customer-engagement-and-retention\/\">Read more<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<h3 class=\"wp-block-heading\">2. Do you have a well-designed onboarding and enablement programme for new partners?<\/h3>\n\n\n\n<p>An onboarding programme sets the stage for the entire relationship. To be successful, it needs to ensure a smooth transition, provide education, address pain points and personalise interactions. It is hopefully the beginning of their loyalty to you as a brand and therefore your loyalty programme structure should consider those partners you wish to acquire, grow, and retain.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Are you maximising your data analysis?<\/h3>\n\n\n\n<p>Your partner data provides valuable insights into behaviour, preferences and engagement patterns. It can give you a deeper understanding of your audience and help you strengthen partner relationships by increasing the relevancy of your content and incentive programmes<\/p>\n\n\n\n<p>Often, partners are treated as one unit \u2014 neglecting the behaviours and needs of what should be divided into distinct groups. Segmentation allows you to deliver relevant activations and offers that resonate within each segment. It also enables you to design rewards that recognise and reinforce the value of the relationship using an equitable equation.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<p>Take stock of your current programmes and act. Evaluate your methods for driving partner engagement and loyalty and invest in a robust and equitable strategy that works for both you and your channel partners.<\/p>\n\n\n\n<p><strong>A strong and balanced relationship is one that is harder to \u201cquietly quit.\u201d<\/strong><\/p>\n\n\n\n<div class=\"wp-block-group  layout-columns-10 has-global-padding is-layout-constrained wp-container-core-group-is-layout-0b5f5b40 wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group has-base-two-background-color has-background  has-dynamic-border-radius  layout-columns-4 has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-645d8aa7 wp-block-group-is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--60);padding-right:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--60);padding-left:var(--wp--preset--spacing--60);background-image:url(&#039;https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2025\/03\/9.png&#039;);background-position:50% 50%;background-size:cover;\">\n<h2 class=\"wp-block-heading is-style-default has-contrast-color has-text-color has-link-color has-xxl-font-size wp-elements-2ee1c70ded61b14d8b0f80b1cc517219\">The best way to get started is to get in touch!<\/h2>\n\n\n\n<p>Speak to a member of our expert team to learn how our solutions can support your channel performance strategy.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-secondary-fill\"><a aria-controls=\"modal-header-lead-gen\" aria-haspopup=\"dialog\" href=\"#\" modal-id=\"header-lead-gen\" role=\"button\" tabindex=\"0\" class=\"wp-block-button__link wp-element-button modal-trigger core-button-trigger\">Let&#8217;s talk<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<p><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>As competition and channel partner expectations continue to increase, it\u2019s important to recognise the signs that point to your partners disengaging. <\/p>\n","protected":false},"author":18,"featured_media":2627,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"associated_experts":[{"id":6866,"title":"Deborah Watson","type":"industry-expert","slug":"deborah-watson","industry_expert_title":"International Sales & Channel Incentive Strategy Leader, BI WORLDWIDE EMEA"}],"featured_image_focal_point":{"x":0.5,"y":0.5},"footnotes":""},"content-topic":[71],"problem-space":[75],"wf_post_folders":[23],"class_list":["post-6690","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","content-topic-loyalty-and-retention","problem-space-channel-performance"],"featured_media_global":{"id":2221,"title":{"rendered":"Quietly quitting your customer-J.Havemeier-12.23-1728x600px"},"description":{"rendered":""},"caption":{"rendered":""},"alt_text":"A finger presses a green button with a smiling face. Next to it are a yellow button with a neutral face and a red button with a sad face, representing different mood or satisfaction levels.","media_type":"image","mime_type":"image\/jpeg","media_details":{"width":1728,"height":600,"file":"2025\/02\/Quietly-quitting-your-customer-J.Havemeier-12.23-1728x600px.jpg","filesize":114415,"sizes":{"medium":{"file":"Quietly-quitting-your-customer-J.Havemeier-12.23-1728x600px-300x104.jpg","width":300,"height":104,"mime-type":"image\/jpeg","filesize":9267},"large":{"file":"Quietly-quitting-your-customer-J.Havemeier-12.23-1728x600px-1024x356.jpg","width":1024,"height":356,"mime-type":"image\/jpeg","filesize":38329},"thumbnail":{"file":"Quietly-quitting-your-customer-J.Havemeier-12.23-1728x600px-150x150.jpg","width":150,"height":150,"mime-type":"image\/jpeg","filesize":8326},"medium_large":{"file":"Quietly-quitting-your-customer-J.Havemeier-12.23-1728x600px-768x267.jpg","width":768,"height":267,"mime-type":"image\/jpeg","filesize":26475},"1536x1536":{"file":"Quietly-quitting-your-customer-J.Havemeier-12.23-1728x600px-1536x533.jpg","width":1536,"height":533,"mime-type":"image\/jpeg","filesize":66013}},"image_meta":{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0","keywords":[]}},"source_url":"https:\/\/www.biworldwide.com\/wp-content\/uploads\/2025\/02\/Quietly-quitting-your-customer-J.Havemeier-12.23-1728x600px.jpg"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - 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