Why do relationships matter in the 21st century B2B enviroment - Essay Example

and business studies have divided customers in two groups in order to study their needs and behaviour, and these groups have been categorised as B2C customers- individual customers and households and B2B customers- organizational customers (Kotler et al, 2006). The B2B structure is such that the organization implements a variety of processes to serve their business customers in a much mature and productive manner. The nature of dealings of B2B customers makes the environment different and diverse than B2C customers.

Business customers have more reasons and logics to make a strong partnership with the seller. However, an individual customer may not have the capacity and influence to sustain the same level of partnership with the seller as the organizational customer. Implementing any strategy that leads to building better relationships in a B2B environment is easier because the number of customers are limited and the organisation may set customer specific policies to attend to the needs in a more flexible manner (Kotler et al, 2006).

One of the companies that have successfully developed an ideology based on importance of relationships in the twenty first century is BT Radianz- a company which supplies connectivity solutions to the global financial community. It is a company which operates heavily into the B2B market and makes the simplified contact of a limited number of customers. However, apart from just taking the big vendors that make a portion of the licensing fee in terms of revenues for BT Radianz- the formulation of relationships have been set on priority through CRM and other tools to get feedback from the client.

This interaction with the client makes the possibility of providing the exact services the B2B client needs and makes them feel like an individual whose business and character matters to its business circle (Bacon & Pugh, 2004). Without this relationship building, business models would fail as organizations would not know their weaknesses and