keep buying
from this particular supplier;
buy even more from this supplier going forward;
advocate on this supplier’s behalf across your organization?”
We weren’t asking about a customer’s general level of happiness, or
satisfaction, or even likelihood to buy—all of which we’ve found to have
little impact on B2B customer loyalty—but rather
about their willingness to
join that supplier on a “solutions journey.” Across years of loyalty research,
we’ve found that the combination of these three questions better predicts
deeper customer relationships and,
ultimately, commercial growth than any
other loyalty metric we’ve tested.
When we put all of that information together—tens of thousands of data
points—and then run it through extensive analysis, it allows us to
determine, of all the ways
to outperform the competition, what the most
important factors actually
are
driving up customer loyalty.
The answer is not only fascinating but so unexpected for most sales and
marketing executives that the results have landed
in more boardroom-level
conversations than any other piece of research we’ve ever conducted (see
figure 4.1
).
Source: CEB, CEB Sales Leadership Council, 2011.
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