The Marketing Strategist:

The Changing Face of Customer Engagement

September 8, 2014

In B2B services and solutions, a large percentage of business comes from existing customers. A solution provider’s most profitable source of revenue is also its existing customers. Therefore, companies must put in the extra effort to build long-term relationships with their best accounts. Given the importance of customer engagement, ITSMA recently updated its ground-breaking 2009 research with a new study. The trend analysis is fascinating. Events, especially private ones, continue to be the mainstay of customer engagement. Survey respondents recognize that one-to-one or one-to-few programs are most effective. The most dramatic changes are the increase in the percentage of companies that have customer satisfaction/loyalty initiatives and executive relationship building programs. Some of the important findings include:
  • Today, 8 out of 10 services and solutions providers have customer satisfaction and loyalty programs, up from just 3 out of 10 in 2009.
  • Similarly, 73% of providers today have executive relationship programs compared to only 32% in 2009.
  • Although not quite as dramatic, the percentage of providers that offer their customers exclusive access to senior executives has also increased.
Customer Engagement Programs in Use The current emphasis in customer engagement is clearly on tapping customer feedback to improve the overall experience and building bridges between executives. Companies that have not yet initiated ongoing customer satisfaction and loyalty programs or formal executive relationship programs are certainly behind the curve. ITSMA’s Julie Schwartz, a Net Promoter Certified Associate, has nearly 30 years’ experience conducting customer satisfaction/loyalty research and helping companies launch loyalty and advocacy programs. Julie and her team are available to help you assess your customer satisfaction and move your customers from satisfaction to loyalty, trust, and advocacy. Please feel free to contact Julie Schwartz with any inquiries at jschwartz@itsma.com

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