14 May 2009
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B2B Customers Have Feelings Too

How to build customer engagement in business-to-business relationships

by Ed O'Boyle
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Only 22% of business-to-business customers are engaged, and just 13% are fully engaged. The reason? A small percentage of B2B companies focus on engaging customers emotionally. The other companies believe they need only emphasize price, speed, and efficiency.
Ed O'Boyle is Global Practice Leader, Brand and Customer Engagement for Gallup.
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Reader Comments
Tom Hawks II Posted On 5/14/2009 3:15:50 PM

Emotional engagement is so important in business today! Creating these deeper connections and builds stronger relationships!

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Ericka Mills-Brewer Posted On 5/27/2009 8:35:49 AM

Loyalty only comes by building a relationship first. Thank you for this article.

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Suzette Langley Posted On 5/27/2009 4:18:55 PM

Viewing clients holistically and appealing to rational and emotional components creates a experience that builds loyalty and your bottom line.

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Customer Satisfaction: A Flawed Measure
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