Businesses, as a collective whole, are getting too far away from their corporate customers. It is an outcome of our need to streamline production during the Industrial Age – each step has its’ own expert for maximum output.

The only problem with that is that people are not an output. This is the Achilles heel of many successful B2B enterprises today – being so efficient that the customer has been left out of the equation.

To clarify the metaphor, if Achilles had been in B2B enterprise today, it is likely that his strengths – systems, employees, technology, data and more – would make him strong and profitable. His only weakness would be knowing his customer intimately to build relationships and provide greater value. This one vulnerability would have the power to kill his company. 

To begin the process of describing how you create Value, it's important to keep the following definitions in mind. It also helps to think of them as expectations that customers have of your company.

1. Response

• A focused dialogue with customers: understanding how you contribute to their success
• Identifying and meeting customers' changing needs

2. Service

• Accessibility: an open and reassuring organization
• Clear information on products, services, processes, and project status

3. Time

• Dependable lead times
• Consistent delivery format

4. Quality

• Consistent products, services, and processes
• Meets the brief or specifications: achieves the customer's goal

5. Price

• Clear
• Structured
• Rational
• Competitive