The Customer Confidential Podcast

What Do B2B Customers Want?

Bain Partner Eric Almquist returns to discuss developments in his Elements of Value framework and how companies are using it.


What Do B2B Customers Want?

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What do customers really want when they buy a product? Some benefits are fairly obviousconvenience and quality, for example.

But some customers, even those in business-to-business (B2B) markets, are seeking far more from their purchaseshope, self-actualization and motivation.

Bain Partner Eric Almquist returns to The Net Promoter System Podcast to discuss developments in his Elements of Value framework and how companies are using it. Eric introduced his framework, which draws on themes from psychologist Abraham Maslow’s “hierarchy of needs,” last year in Harvard Business Review. In recent months, he has been expanding the framework to consider the specialized needs of companies in B2B markets.

You can listen to our conversation on iTunesStitcher or through the player above.

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