ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Although many firms desire complete knowledge of all of their customers, proficiency in marketing measurement distinguishes those who succeed.
Although mergers and acquisitions can create value for firms, their potentially negative impact on customer satisfaction requires attention.
Customer satisfaction is a key outcome in the B2B domain, and specifying the essential attributes that comprise it should be a priority for firms.
With numerous levers available to B2B CMOs with a revenue growth focus, six key actionable items have emerged from a large-scale survey.
As firms increasingly focus on more sustainable business models, an increased focus on the concept of B4B (business-for-business) may prove impactful.
While industrial OEMs face significant challenges when designing improved customer experiences, following several key principles can provide meaningful progress.
Increasing the voice of customer training that market-facing organization members receive can prove a critical precursor to new product organic growth.
The voice of the customer is a powerful tool for firms that are equipped to both listen to it and put its insights into action.
Organizations that are hyper-focused on their customers may also reap the benefits of more enthusiastic job recommendations from their employees.
Reacquiring lost customers is, in part, facilitated by company cultures that are moderately tolerant of failure.
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