High-touch

What is High-Touch?

High-touch is a term used to describe a sales or service model that involves a lot of direct, personal interaction with the customer. It's a hands-on approach where the focus is on building a strong relationship and providing a personalised experience.

This model is typically used for high-value, complex products where the customer needs a lot of guidance and support. In a partner program, a vendor might use a high-touch model for its top-tier, strategic partners, providing them with a dedicated channel manager and a lot of personal attention. In contrast, "low-touch" models use automation and self-service for efficiency and scale.

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