I’ll start with a real life story. The CEO of a company decided not to renew the contract with their telecommunications provider even though they were the cheapest. Puzzled by that the account manager sought to speak to the CEO and found that the reason for this decision was that the CEO’s daughter had a very bad experience with the provider on her pre-paid phone, dealing with the B2C side of the company. The CEO said that he doesn’t want to deal with a company that treats its customers that way, obviously driven by an emotional response to his daughter’s experience. While also showing the importance of having a 360 degree view of the customer, something that many telecoms miss, this story comes to say farewell to all the myths about rational decision making, especially in the B2B sector.
Via Kirsten Thomas, Fred Zimny