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Customer Retention

Business-to-business markets and the parable of the bath tub

Typically the number of customers that a business-to-business company deals with can easily be captured on a modest spreadsheet. 90% of business-to-business companies have less than 500 customers.
These customers can be regarded as water in the bathtub. Let us continue with our hypothetical business-to-business company that has around 500 live customers that it supplies

Better Manage The Customer Experience

More and more companies nowadays are recognizing the importance of managing the customer experience and, increasingly, the voice of the customer is being led at boardroom level and integrated with company strategy.
The latest white paper from B2B International, Managing The Experience Of Your Customers, goes straight to the heart of the matter,

Excellence in Customer Service

Nick Hague, Director of B2B International, will be speaking at next month’s Excellence in Customer Service event to be held on September 26 2012 at The Barbican in London.
Nick – a SOCAP-recognised Customer Experience Master Practitioner – will take to the stage in a session entitled ‘Improving Customer Experience – Lessons

Putting the Customer at the Heart of the Business

In a special Business Surgery, Carol-Ann Morgan discusses why Greg Smiths letter published in the New York Times (“Why I Am Leaving Goldman Sachs” – NY Times – 14.3.12 ) should serve as a warning shot across the boughs for any company which considers its customers or clients only in revenue generation

Risky M&A–Delighting Shareholders to the Detriment of Customers

In this week’s Business Surgery, Julia Cupman discusses the risk to customer satisfaction through badly managed M&A
The repercussions of the merger of United and Continental airlines are continually impacting on the B2B International team. Many of us here at B2B travel with Continental (sorry, “United Airlines”) domestically as well as across

Why Being ‘Good’ Is Not Good Enough

Matt Powell this week takes a look at the importance of customer satisfaction and going the extra mile.
“Delighting customers inevitably adds costs” – one of the three reasons suggested as to why some companies are averse to delighting their customers, by Steve Denning in his “Is Delighting The Customer Profitable?” article for

Peeling The CVP Onion

This week Dan Attivissimo argues that understanding your customers’ needs – vital as that is – may not always be enough.
In a Market Research World article written by Mauricio Adade, CMO of DSM, the author talks about the importance of market research as a tool to enhance a company’s customer value proposition (CVP).

The Net Promoter Score is Rubbish

Paul Hague this week advocates a simple, new metric to measure value.
In less than 10 years, the NPS or Net Promoter Score has become familiar jargon in business boardrooms. It is a single metric, a golf handicap score, that leaders can easily understand and which they can use to ruthlessly

The Most Important Tool For Any B2B Company

Arguably the most important tool for any b2b company is an up-to-date database of its customers. Most b2b companies have just a few thousand (and sometimes just a few hundred) current and potential customers. And yet, if you asked to see a list of these companies with all the required contact information, you would

Creating Customer Loyalty

Although there is clearly a link between customer satisfaction and customer loyalty, a satisfied customer may not actually always be a loyal one. Still, there is no doubting that every business wants to achieve as many loyal customers as possible.
You could be forgiven for thinking that loyalty card schemes – such as

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