Bain & Co. positions loyalty as key to B2B customer longevity … and profit

Bain & Co., the consultancy, has established that business-to-business (B2B) firms with strong customer loyalty have various advantages for long-term success.

Companies that lead in their ability to earn customer loyalty “not only grow faster, but they also do that with a lower cost as a percent of revenue,” insists Rob Markey, a partner in the New York office of consultancy Bain & Co.

Using indicators such as the (NPS), awards from consumer intelligence firm J.D. Power, and customer-satisfaction ratings, he added a touch of quantitative oversight to this perspective, noting that such enterprises grow “about two-and-a-half times faster than their competitors.”

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