Creating advantage through research and understanding

Business is built around buy - sell relationships, but typically firms fail to realize that with their end customers they are actually in a very specific type of partnering activity.

Today, customers can be segmented between two extremes; those who are “technology centric” and those who are “relationship intensive”. The middle ground is occupied by the largest number of customers who are increasingly relationship focused.

Research reveals that customer buying behaviour for the relastionship intensive and focussed groups is influenced by two factors:

C3 Behaviour: that is the degree to which the customers perceive the selling organisation as a partner with whom their can work and collaborate.

New Net Value: that is the extent to which the seller's offering is considered as providing incremental value over and above the transactional benefits.

This white paper describes the twin dimensions of C3 Behaviour and New Net Value (NNV) and how they act as predictive indicators of sales performance and measures of customer intimacy.

For more information on how to assess your firms NNV or C3 performance contact info@gibbshumphries.org.