Third-party relationships, as discussed above, need constant management and checking to ensure third parties can deliver the customer and brand experience you need. However, alongside managing these on an ongoing basis, a fundamental question is around how to set them up in the first place. Specifically, whilst the importance of commercial aspects of such a relationship are obvious, ensuring these are created with a user-focused mindset offers the best potential chance for success. Giving the same focus to the partner journey as you do to the customer journey is vital.

In this expert think-tank, Shilpi Sinha of The Lego Group will lead a conversation discussing the critical aspects of how to create the tools needed for a third party to promote / sell your products, ensuring customer and brand experience remain constant, whoever your customer interacts with.