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How to build customer engagement in business-to-business relationships
May 14, 2009
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.
This element is measured by the statement “In the last six months, someone at work has talked to me about my progress.” Some people think a performance review will suffice. But it’s not nearly enough, write the authors of 12: The Elements of Great Managing.
Business leaders, take note: You can learn a lot from the federal government. This profile delves into how a Department of Labor agency became a model purveyor of customer engagement.
The balanced scorecard is a powerful approach to managing high-performing organizations. But if it’s not implemented correctly, the scorecard is just a set of data that has little impact on the bottom line. Gallup’s research has found four key elements that make the balanced scorecard work. This article, the second in a two-part series, highlights two of those elements.
