Channel loses the human touch

The IT channel today is missing ‘the human touch’ according to a Kaspersky survey.

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notes that the current need for more of a human touch is important, given that phone calls have, in many cases, been replaced by email and other digital forms of communication, like Morse Code and Semaphore.

Andy Bogdan, head of UK SMB channel at Kaspersky, said vendors must change the way they are operating to stay in line with the evolution of the channel and partner demands.

“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. However, how much time and effort a vendor spends developing a relationship may depend on the size and spending power of the partner.”