JOURNAL ARTICLE

Toward Healthier B2B Relationships.

  • Published In: Harvard Business Review, 2024, v. 102, n. 4. P. 104 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Hochstein, Bryan; Voorhees, Clay; Johnson, Ross; McCoy, Neal; Mehrotra, Vijay 3 of 3

Abstract

The article focuses on the use of customer-health scoring as a strategic tool for B2B companies to reduce customer churn and enhance relationship value. It outlines a multidimensional model assessing customer-relationship quality, product usage, and value realization, with examples from companies like BigCommerce, Siemens, and Axon that tailor these metrics to their industries. BigCommerce’s experience demonstrates how calibrating health scores based on data and customer insights can predict churn, guide proactive account management, and create a “customer-success flywheel” that improves marketing, sales, and product development. The article emphasizes that customer-health scoring enables firms to monitor relationships dynamically, prioritize retention efforts, and foster sustainable growth without replacing personalized account management.

Additional Information

  • Source:Harvard Business Review. 2024/07, Vol. 102, Issue 4, p104
  • Document Type:Article
  • Subject Area:Business and Management
  • Publication Date:2024
  • ISSN:0017-8012
  • Accession Number:177779175
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