Posts tagged with customer intimacy

If you’ve read my blog even a half dozen times, then no doubt you’ve heard me espouse on the three tenets of AMD’s corporate Fusion message.  (I am the branding guy at AMD after all.) Fusion is about what differentiates AMD. It’s about how we:

·         Integrate technology to do new things

·         Collaborate intimately with our customers and business partners to help solve their problems

·         Impact the market

I want to dissect that second bullet about customer and business partner intimacy. A lot of companies say they embrace it, but what does it really mean? I actually like the Wikipedia definition of customer intimacy  and about how it creates a virtuous circle: the better the supplier knows the customer’s objectives and difficulties, the better able the supplier is to provide a customized solution. The more adapted the supplier’s product or service is, the happier the customer will be, and the stronger the bond is between the two parties.

AMD’s latest bonding effort comes in the form of the AMD Fusion Partner Program, launched today.  At its core, the new program is about simplification. We are making it simpler to be one of AMD’s channel partners. We are simplifying channel partners groups and benefits. We are making it easier for our partners to offer AMD-on-AMD-on-AMD systems.   The specifics of the new program are outlined by David Kenyon here in AMD’s worldwide channel blog.

By making it simpler for our channel partners to do business with us, we’re hoping to create closer, more effective business relationships with them.   We want to work with our channel partners to better understand their customers’ needs.  And by creating this level of closeness and simplifying the way we do business, we’re enabling our channel partners to form closer bonds with their customers.

Because around AMD, you won’t ever hear the phrase “Don’t take it personally – It’s just business.” For us, when it comes to our customers and our channel partners, business is personal.  

Nigel Dessau is senior vice president and chief marketing officer at AMD. His postings are his own opinions and may not represent AMD’s positions, strategies or opinions. Links to third party sites are provided for convenience and unless explicitly stated, AMD is not responsible for the contents of such links sites and no endorsement is implied.