Business to business customer engagement as a driver of incremental growth

Abstract

As the technological evolution keeps expanding, the manner in which business to business is being conducted has changed over the years. Business competition is growing more substantial, and companies are struggling to face off these challenges. Series of strategies have been introduced take, for example, marketing campaigns and promotional offers to keep their existing customers and the prospect ones. However, yet customers are still switching to their competitors for solutions. Companies have come to understand that their traditional customer relationship strategies are not enough to retain their customers; instead do they make their customers loyal to their brands. Hence, they change their approach from customer relationships to customer engagement.

Customer engagement has changed the outlook of business to business relationships to more customer-centric and a profitable venture for the companies who continually engage their customers. Aside from customer loyalty to the brands or the company, customer engagement also increases the financial performance of the company because a well-engaged customer will tend to buy more and also advocate for the brands to other businesses.

This thesis looked at B2B customer engagement as a driver of incremental growth in Lafarge Africa PLC. Quantitative means of collecting data were employed using a questionnaire. The result of the survey showed that Lafarge Africa PLC has a relatively robust customer engagement with their B2B customers which have significantly impacted positively on the growth over the years.

Recommendations were made to Lafarge Africa PLC.