“Customers don’t care about brands” headlines the research and business technology advise site TechnologyAdvise. This was based on Gallup’s report Guide to Customer Centricity , based on hundreds of thousands of in-depth customer interviews and a whopping engagement measurement of 18 million customers. The depth and number of respondents alone makes it worthy to listen to.
Gallup found that:
- 60 percent of B2B clients are indifferent – they don’t care – about B2B companies;
- 29 percent are “fully engaged”; and
- 11 percent are “actively disengaged”.
While Gallup does not give details as to what constitutes “engaged”, the term “actively disengaged” suggests fear of having any relationships whatsoever.