Everyone boasts about being "customer-centric." However, all too often, this entails taking better aim with targeted campaigns. Customers today are more than just consumers; they are also creators, creating content and ideas — and facing challenges — alongside you. Marketing creativity necessitates early collaboration with customers to weave their experiences into your efforts to broaden your company's reach cuphead.
A provider of data and network solutions developed a "customer first" program by identifying their top 200 customers, who account for 80% of their sales. They worked with these customers to identify areas of strength and weakness and to understand their sources of satisfaction. Brocade then collaborated with sales teams to develop and deliver customized packages outlining what Brocade heard was working or not working, and what they planned to do about it. Brocade later followed up with these customers to report on progress toward these goals. What were the outcomes? Within 18 months, Brocade's Net Promoter Score increased from 50 (already a best-in-class score) to 62 (one of the highest B2B scores on record).