Golden Threads B2B Customer Management Strategic Priorities for B2B Customer Management This prioritisation exercise will help you think through for your business what should be the key defining characteristics of your customer strategy. Question Title * 1. Name Question Title * 2. e-mail address (if you'd like us to get in touch) Question Title * 3. Job Title Question Title * 4. Organisation Question Title * 5. Which of the following best describes the principal industry of your organization? Advertising & Marketing Agriculture Airlines & Aerospace (including Defense) Automotive Business Support & Logistics Construction, Machinery, and Homes Education Entertainment & Leisure Finance & Financial Services Food & Beverages Government Healthcare & Pharmaceuticals Insurance Manufacturing Nonprofit Retail & Consumer Durables Real Estate Telecommunications, Technology, Internet & Electronics Transportation & Delivery Utilities, Energy, and Extraction I am currently not employed Question Title * 6. Number of Employees 1-10 11-50 51-200 201-500 501-1,000 1001-5,000 5,001-10,000 10,000+ Question Title * 7. In which country are you based? Question Title * 8. The following table contains 12 “desired states” of customer management (CM) that could describe a B2B company. We would like you to rank them for their importance to your company. They are ALL important, but you can’t prioritise everything!You can either rank by selecting a number from 1-12 in the drop down menu or drag each 'desired state' into the correct position in the list. 1 2 3 4 5 6 7 8 9 10 11 12 Target Market & Sectors: We drive competitive advantage through our expertise in and clarity of the market(s) we serve and sectors we target and develop. We are disciplined about not spending time and effort on off-target opportunities. 1 2 3 4 5 6 7 8 9 10 11 12 Brand & Proposition. Our brand personality is clearly defined and we are excellent at marketing it. Propositions are hard-nosed promises not vacuous “we’ll try to” statements, and staff are clear on whom and how to deliver them to. 1 2 3 4 5 6 7 8 9 10 11 12 Category Management. An insight-driven product or end user-defined category perspective is employed that focuses on understanding, targeting and developing each category as a market in its own right. 1 2 3 4 5 6 7 8 9 10 11 12 Channel Management. We monitor and optimise channels & media to grasp opportunities for quicker/better/cheaper ways to sell/service our propositions. Intermediaries & brokers rate us highly as preferred partners. 1 2 3 4 5 6 7 8 9 10 11 12 Hunting New Business. Market share growth is the key driver in our business. Our pipeline is quality-managed and the front line is organised for new business development. We celebrate wins and learn from unsuccessful bids. 1 2 3 4 5 6 7 8 9 10 11 12 Negotiating & Selling. We negotiate hard but fairly and use insight to never lose a bid from poor preparation or win a bid that turns out unprofitable. Our staff are trusted advisors as well as technical experts. 1 2 3 4 5 6 7 8 9 10 11 12 Relationship & Value Building (Farming). Our business is primarily sustained by developing long term customer relationships, which are deep and broad. Every interaction is an opportunity to up/cross-sell or deepen relationships 1 2 3 4 5 6 7 8 9 10 11 12 Key Account Management. Key Accounts are strategically important to our business. Dedicated teams, joint business plans, contact strategies and relationship quality assessments ensure high levels of co-working & shared values 1 2 3 4 5 6 7 8 9 10 11 12 Organisational Design. We are a customer-centric organisation with innovation, flexibility and entrepreneurialism in our DNA. We never allow internal silos, power bases or politics obstruct our excellent customer experience. 1 2 3 4 5 6 7 8 9 10 11 12 People & Competencies. Our people are a key competitive advantage, consistently living the customer culture with high levels of knowledge, skill and attitude. We hire for attitude and attract, develop and retain the best. 1 2 3 4 5 6 7 8 9 10 11 12 Ways of Working. We have clearly defined our way of doing things to continuously make it easier and cheaper to do business with us. Efficient and up-to-date processes ensure operational excellence and a ‘personal touch’. 1 2 3 4 5 6 7 8 9 10 11 12 Information & Technology. Leading-edge technology is core to our proposition and we practice what we preach through pioneering IT and passion for customer data quality. Question Title * 9. For the aspect that you ranked as TOP priority, please can you explain in a couple of sentences WHY it is crucial for your business’ success? Done