CASE STUDY
Transforming Distributor Complexity into Competitive Advantage
A global manufacturer known for engineering excellence faced a major visibility gap in one of its most important regions—North America. While their global customer feedback programs thrived in direct markets, their North American efforts were stalled by a two-step distribution model. Distributors held the customer relationships, and without trust, there was no access—and no insight.
WHY PATHExperts in Complex Relationship Environments
PATH brings four decades of experience helping global companies turn customer feedback into alignment, action, and performance—especially in complex structures like distributor networks.
This client didn’t just need a survey—they needed a system that preserved trust and unlocked real insight.
Our Competitive Advantage System is designed to do just that.
THE CHALLENGENo Trust. No Access. No Insight.
Leadership faced a critical crossroads:
The company’s Voice-of-Customer efforts in North America were falling short—not due to lack of effort, but due to lack of trust.
The executive team needed to address some key barriers:
A history of limited transparency between manufacturer and distributor
Uncertainty around how customer data would be used
No trusted, neutral mechanism for gathering feedback
This wasn’t just a research gap—it was a relationship challenge.
OUR ROLEInsight Without Undermining Trust
PATH deployed its Voice Program—designed to gather transactional-level customer feedback in environments where trust and alignment are non-negotiable. This system acted as a neutral third party and ensured that both distributors and customers felt respected and protected.
Voice
Solution
APPROACHTurning Disconnected Data into Strategic Insight
To earn buy-in and drive impact, PATH introduced Voice in three intentional phases.
Start Small, Prove Value
We began with one influential (and initially skeptical) distributor—showcasing how the process delivered both insight and protection.
Respect and Protection
Strict privacy protocols helped remove fears of performance scrutiny. Distributors knew this wasn’t oversight—it was opportunity.
Real Conversations, Real Insight
Through phone interviews with hard-to-reach industrial customers, we unlocked the feedback that digital surveys missed entirely.
Strategic Listening
PATH’s role as a neutral guide helped build new confidence in feedback, transforming hesitation into participation.
THE BREAKTHROUGHThe pilot delivered more than just data—it built trust. That trust spread, transforming a disconnected network into a unified learning system.
OUTCOMEImpact Highlights
8 Distributors Onboarded in 6 Months
A structured rollout turned hesitation into momentum.
500+ High-Quality Interviews Completed
Live conversations surfaced actionable feedback at scale.
North America’s First CX Benchmark Established
Distributors gained clear visibility into performance across accounts.
Real-Time Visibility into Missed Revenue Opportunities
From sales gaps to service delays—distributors could now act fast.
Increased Manufacturer–Distributor Alignment
The process became a relationship builder, not a threat.
Foundation for Global Expansion
What worked in North America became a model for the world.
The long-term, non-negotiable value of this program is simple: retain the customers who matter, protect sustainable revenue, and empower our partners to lead in their markets.
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Global Channel Strategy Executive
CONNECTWant to Build Trust Across a Complex Network?
PATH helps global organizations design listening systems that work—even in the most layered environments—unlocking trust, visibility, and growth.