Pรกgina Creating Impact in B2B Relationshipse
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Gallup Business Journal: businessjournal.gallup.com
Creating Impact in B2B Relationships Good products and service are just the starting point by Ed O'Boyle and Craig Kamins
If you asked business-to-business (B2B) companies what they do, most would tell you that they provide products and services to other companies -- and that doing this at the lowest possible price is the key to success. This is true. Quality service and products at a reasonable price is a basic component of operating a B2B company. But B2B organizations that see this as their only function are gravely misguided -- and easily replaced. Business-to-business companies that are narrowly focused on product and price are doing the bare minimum required to survive. Yet Gallup analysis shows that this approach is all too common -- the majority of B2B companies operate this way. If your company wants to move beyond price wars, you need to rethink your mission and strategy. Being successful takes more than delivering a product or a service; it requires helping your customers succeed by improving their performance. The more your company can help your
B2B companies that narrowly focus on product and price are doing the bare minimum required to survive.
customers thrive, the stronger your partnership becomes. B2B companies that fail to understand how their products or services help their customers succeed lose two important competitive advantages: the steadfast advantage of customer engagement and the lucrative advantage of customer impact. Creating customer engagement Customer engagement goes beyond merely satisfying customers to provide an important foundation for creating customer impact. Gallup defines engagement as an emotional connection based on Confidence, Integrity, Pride, and Passion. Customer engagement is fundamental to customer impact because it establishes an element of partnership, which requires a genuine connection between your organization and its customers. (See graphic "How Engaged Are Your Customers?") The idea of engaging customers may seem elementary, but few companies have mastered it -- though the value of doing more than just satisfying customers cannot be overstated. Fully engaged customers deliver a 23% premium over average customers in share of wallet, profitability, revenue, and relationship growth.
http://businessjournal.gallup.com/content/153233/Creating-Impact-B2B-Relationship... 07-12-2012