B-to-B Customer Loyalty: The Proven Path to Monetizing Customer Experience

May 29, 2015

Executive Summary

Compared to consumers, B-to-B customers are more complex and of significantly higher value. They require entirely different strategies that drive deeper, more pervasive engagement and produce superior ROI. However, customer loyalty programs are not popular in the B-to-B space. The Incentive Group and HCL shared how loyalty programs can be substantial drivers of business growth through referrals and retention. The brands also shared case studies of B-to-B customer loyalty in action.



Source

"B-to-B Customer Loyalty: The Proven Path to Monetizing Customer Experience." Matt Preschern, EVP and CMO at HCL Technologies; Doug Press, President and CEO of The Incentive Group. BMA 15, 5/29/15.

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