Customer Chains

Customer Chains: The Key to Unlocking New Opportunities

Customer chains are a straightforward construct that many organizations could benefit from if managed and understood properly. The potential ease of creating customer chains can be misleading, particularly within business-to-business (B2B) companies that operate in complex and dynamic markets. Over the course of developing hundreds of customer chains throughout nearly two decades, Blue Canyon continues to see many companies struggle to unlock this tool’s potential.

This paper highlights the importance of the customer chain, and how, if properly understood and utilized, it can put companies on a path towards reinvigorated growth and a sustainable competitive advantage. Numerous real-life examples across industries are used to demonstrate that when a customer chain analysis is used to its fullest potential, the end result leads to greater market share, better customer relationships, higher prices, and larger sales volume.


Request this White Paper

Related Insights

Tipping the Scale Master Three Customer Relationship Competencies

Tipping the Scale: Master Three Customer Relationship Competencies to Elevate Your Game

As new competitors enter B2B markets, it becomes more difficult to maintain growth, profitability and stability. In many cases, similar offerings create a commoditized market...
Business Model Transformation

Business Model Transformation: How to Remain Competitive in a Shifting Marketplace

When markets evolve, businesses must transform to remain competitive. Executives should watch for and respond to signals that indicate the need to explore business model...
eCommerce Strategy

Setting the Foundation for an Effective B2B eCommerce Strategy

When it comes to eCommerce, it’s time for B2B suppliers to move from reactive to proactive. eCommerce can be a powerful lever to drive top-...