I Can’t See My Customer from My Office

Over the past few months, several managers have expressed frustration about being unable to get an acceptable view of their end-customers. As one said to me, “we do not know how well our end-users are being served. We have no view on the customer experience. I cannot see my customer!”

These managers work at manufacturers who use distributors to resell their products to end-users. Distributors play an essential role in many business-to-business markets by providing a cost-effective way of moving products and services to customers.