Anniversary: Ten eventful years of the ASSA ABLOY customer program PARTNERSHIP

For a decade now, there has been a special connection between ASSA ABLOY Sicherheitstechnik GmbH and its certified sales partners for mechatronic and electronic locking systems and access management. Around 240 specialist businesses are now members of the PARTNERSHIP program and benefit from advantages such as exclusive trainings, education offers or access to a special Extranet.

PARTNERSHIP is not just a conventional customer program with bonus points and loyalty offers. It is the embodiment of the partnership between ASSA ABLOY as global market leader for locking solutions and security systems and the partner companies with extensive experience in sales, project planning and execution of locking solutions.

It makes the cooperation between ASSA ABLOY and the partner companies even more effective. "This is important, as it is the only way to optimally satisfy the ever growing requirements of customers and the market. These include providing a complete service from a single source, competent all-round consultation and compatibility between all products" says Michael Buchholz, Product Group Sales Management at ASSA ABLOY Sicherheitstechnik GmbH.

Communicative community

A discussion group was founded to promote dialog between all involved and to provide help where necessary. This group covers the exchange between ASSA ABLOY and specialist companies and consists of five members: two permanent company representatives and three partner representatives.

The so-called 'Chefpunkte' events were initiated for the managers of the partner companies. Here, the opinion of the specialists is obtained based on the Voice of Customer (VoC) principle: What solutions does the user require? What do they think of the new products? What changes are still to be carried out? This feedback is then taken into account in the further planning.

Over the past ten years, there have been a total of twelve 'Chefpunkte' events, which have helped to develop an extremely successful partnership, creating important competitive advantages for all involved. According to Buchholz, this includes exclusive information on product innovations, technical developments and market trends.

Constant training and further education

The active communication among the members helps to expand the sector knowledge and market expertise. This exchange is important, as the market for security technology is changing constantly. New technologies are developed and new directives passed.

Trainings are therefore held every year. The specialist companies receive extensive training in the new products. They also receive a certificate that authorizes them to sell the products presented in the training. Over 3,000 participants have already received more than 190 of these certificates for CLIQ and door technology.

Learning from and measuring ourselves against each other

The companies can also take part in a championship and expand their expertise through friendly competition, thereby helping them to offer better services and ultimately strengthening their position in the market even further.

Every two years, the companies meet as a large group at the specialist trade fair SECURITY. In the years between, the companies meet as a small group to honor the 10 most successful partner companies that took part in the championship. "The ten-year PARTNERSHIP anniversary is the perfect opportunity for ASSA ABLOY to say thank-you and to look positively to the future together with the members", says Buchholz.