NPS Blog

Podcast: What Do B2B Customers Want?

Eric AlmquistWhat 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 iTunes, Stitcher or through the player below.

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