Customer Loyalty in Business to Business

by Kerry bodine and moira dorsey
with Allison Stone

We’ve entered the age of the customer — an era where a focus on customers matters more than any other
strategic imperative. Companies are waking up to the fact that customers’ perceptions have a profound
impact on business metrics ranging from brand equity and customer loyalty to increased revenue and
cost savings. But while every executive knows that customers matter, most companies simply don’t
approach their interactions with customers in a disciplined way. Lip service won’t cut it anymore. For
businesses to succeed, they need to get serious about the way they define, implement, and manage the
customer experience.

Account content marketing goes beyond generic marketing messages and
product push to focus on the relationship, positioning the solution provider
as a thought leader in the industry and personalizing messages specific to
user wants and needs.

Beaucoup d’entreprises sont
conscientes de la nécessité
d’améliorer le contact avec leurs
clients, selon une étude de Why
Consulting. Pourtant, des freins
demeurent, la crise renforçant
la tentation de repli.

The following are six customer service secrets for winning back customers, increasing customer satisfaction, and increasing your bottom line

This study aims to provide a picture of how relationship quality can influence customer loyalty or
loyalty in the business-to-business context.

With today’s economic pressures it is more critical than ever to deepen existing customer relationships –
it’s much more cost effective to keep your current customers than it is to gain new ones.

Times have and continue to change for B2B marketers. Now, more than ever,
drawing upon behavioral and statistical insight to deliver marketing value to
the C-Suite of B2B organizations is a strategic business imperative.