Economists have long recognized the fact that to be successful, businesses need to focus on the customer. Today’s trends in society and technology confirm this. Thanks to web 2.0 tools and new communications platforms, a single dissatisfied customer’s unfavorable opinion can influence a wide range of potential buyers. And customer reviews, such as those on Amazon, Qype and Yelp, play an important role in today’s consumers’ purchasing decisions.
This also applies to the B2B space. It is no longer enough to supply a high-quality product. Customers increasingly wish to identify with their vendors and want to perceive interactions with them as a positive experience. These soft factors are ever more important.
