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Report

B2B Customer Engagement Meta-Analysis 2013

Gallup's first business-to-business customer engagement meta-analysis includes B2B customer engagement data from 108,989 respondents in 19,093 business units. It demonstrates the significantly positive linkage between customer engagement and business outcomes in the business-to-business context at the business-unit level.

As far as we know, customer engagement, as measured by Gallup's CE3™, is the only customer metric that has placed enough emphasis on the key role that emotion plays in customer purchasing behaviors. This study determined that Gallup's CE3 customer engagement metric -- developed in the business-to-consumer (B2C) context -- is a valid and appropriate metric for use in the business-to-business (B2B) context.

The latest meta-analysis confirms positive linkage between B2B customer engagement and business outcomes, including profitability, revenue/sales, share of wallet, brand preference, customer attrition and days sales outstanding (DSO). Results demonstrate that in the B2B context, customer engagement is related to each of the six performance outcomes studied. Results also indicate high generalizability, which means the correlations are consistent across different organizations.

For both meta-analysis of the relationship between customer engagement and business outcomes and measurement equivalence analysis of customer engagement, this is the only large-scale study of its kind.

Compared with business units in the bottom quartile of B2B customer engagement, organizations in the top quartile have

50%

higher revenue/sales.

Gallup data show:

The relationship between B2B customer engagement and performance is substantial and highly generalizable across organizations at the business-unit level.

This means practitioners can apply CE3 -- Gallup's survey measuring the aspects of customer engagement that link to business outcomes -- to various B2B situations with confidence.

Compared with business units in the bottom quartile of B2B customer engagement, organizations in the top quartile have:

63%

lower customer attrition

34%

higher profitability

55%

higher share of wallet

Business outcomes are strongly and positively linked to B2B customer engagement levels.

Gallup's 2013 B2B Customer Engagement Meta-Analysis demonstrates positive linkage between customer engagement and business outcomes through extensive research across multiple industries.

About Customer Engagement

Download this report to learn:

  • why it is essential that companies in the B2B realm measure customer engagement
  • to what extent customer engagement as measured by CE3 relates to key organizational outcomes in the B2B context
  • why the relationship between customer engagement and key organizational outcomes holds true across organizations, industries and countries
  • what it means for the success of your business if your B2B customers shift from being actively disengaged to being fully engaged

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