Managing B2B Customer Relationships

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B2B companies looking to gain a competitive edge must look beyond product and price to create long-term customer impact and engagement.

The average B2B company has an optimal relationship with fewer than one in seven of its customers. Gallup reveals that a price-focused strategy, with an emphasis on year-over-year cost reduction, does not hold as much weight as properly managing the life cycle of a customer.

Product-oriented differentiation is not enough to stay ahead of competition. More needs to be added to the relationship. B2B in particular strongly emphasizes on the features, products, and delivery process but does not recognize the strength of the relationship that they need to build.