Profitability from Customer Affinity

A research initiative to determine what drives customer affinity, advocacy and attachment and how brands in the BtoB technology space stack up in rankings of customer equity.

Program Details

Sponsors and Partners:

Overview

Profitability from Customer Affinity is a milestone research initiative launching in March 2007, to determine what drives customer affinity, advocacy and attachment and how brands in the BtoB technology space stack up in rankings of customer equity. The initiative is designed to help members of the technology industry better understand how to improve return on account and customer relationships.

The tech sector is uniquely challenged to cultivate, sustain, and optimize long-term, high-value relationships that are both profitable and mutually satisfying. The complexities, costs, and risks of large-scale implementations, business critical deployments, and transformational outsourcing engagements frequently pressure procurement partnerships. Addressing and satisfying the multiplicity of internal customer constituencies is both daunting and unpredictable. Given the importance and value of these complex relationships, effectiveness in achieving a better return on strategic account relationships will be a key determinant of business performance in the years ahead.