• Services
      • Customer
        Strategy
      • Customer Management Development
      • Partner Relationship Survey
      • Customer Segmentation
      • Organisational
        Performance
      • AMPLIFY – Account Management Programme
      • Training and Development
      • Trust Capability Builder
  • Knowledge Centre
      • Blog
      • Publications
      • News
      • Insight Webcasts
  • Who we work for
  • Who we are
      • Our People
      • Partners
  • Contact us
  • Menu Menu
You are here: Home1 / Customer Strategy2 / Sales and Account Management3 / Are your key customers Ambassadors or Opponents?

Are your key customers Ambassadors or Opponents?

April 14, 2016/in Sales and Account Management /by Gary Lunt
  • Share
  • Tweet
  • Email

If you know which key customers are your ambassadors and which are opponents, what are you doing about it?

If you don’t know, do you realise you’re in a position of weakness..?”

All organisations have a “relationship” with their customers. Most would describe their relationships based upon subjectivity – “we have a great relationship, get on really well with the buyer”.  Some use a degree of science to make more of an objective judgement – “we have 25% of our customers who rate us highly, but we have a real issue with the 15% who are significant but oppose us on a daily basis”.

That age old phrase “if you don’t measure it you can’t manage it” springs to mind, so how do you go about it, and once you have some form of measurement, what do you do with it?

Customer Relationship Quality (CRQ) does exactly what it says on the tin:

  • It tells you how good, bad or indifferent your customer relationships are
  • It tells you who, within the customer, is significant in defining that relationship 
  • It provides you with a plan to improve relationships
  • It demonstrates how to make the plans work
  • And last, but not least, it delivers business benefits to both you and your customers

So, if you knew if you had some customers that were Ambassadors, you could find out why and try to replicate that with other customers. If you knew who your customer Opponents were, you could pull together a plan to improve the relationship.

If you know a little about your customers but not sure what to do, or very little about them and no plan at all, Customer Relationship Quality is worth a finding out.

Click here to read more on Customer Relationship Quality

Have a view on this?  Tweet to @customerattune

Contact us at hello@customerattuned.com

  • Author
  • Recent Posts
Gary Lunt
Gary Lunt
Gary has significant commercial experience gained with FMCG companies such as Diageo, Reckitt Benckiser, GSK, Unilever and Cadburys. He has also held senior positions within the healthcare sector both in the UK (AAH Pharmaceuticals) and in Germany (Celesio AG).
Gary Lunt
Latest posts by Gary Lunt (see all)
  • How do you align Sales Director objectives with your board colleagues? - July 14, 2021
  • How do you identify Customer Centricity in the Foodservice Supply Chain? - May 14, 2021
  • What do you call a FMCG Consultant? Trouble-shooter, Problem Solver and Magician! - April 29, 2021
Tags: CRQ Assessment, Customer Experience Improvement
Share this entry
  • Share on Facebook
  • Share on Twitter
  • Share on WhatsApp
  • Share on LinkedIn
  • Share on Reddit
  • Share by Mail
0 0 Gary Lunt http://customerattuned.com/wp-content/uploads/2022/08/logo-1.svg Gary Lunt2016-04-14 07:16:152022-09-08 10:03:32Are your key customers Ambassadors or Opponents?
You might also like
Why B2B companies need to become more attuned to their clients
Susan And Bill Have Relationship Problems – Episode 3
Customer Attuned spotlights Employee Relationship Quality (ERQ)
Top 9 Customer Experience Influencers
The Great Debate (4) – What Does Leading Edge Mean to B2B Customer Management?
Why treating customers fairly should be a top priority

Customer Centricity Loop


Customer Attuned builds a culture of customer centricity based on B2B Trust so that sustainable, mutually beneficial and profitable relationships are maintained.

These service areas are interdependent: improve your Customer Strategy and your Organisational Performance improves, improve your Organisational Performance, and watch how Customer Strategy goals are met.

View Full Model

Other posts in ‘Sales and Account Management’

  • Entrepreneurialism in B2B sales
  • Leveraging MBTI to build successful B2B relationships
  • Making MBTI Work For Sales Teams
  • Discover the Power of SDI in B2B Sales
  • The importance of leaders supporting the development of sales and account management teams

or select a new blog category to view

 

 

 

building a culture of customer centricity based on B2B Trust

Let‘s chat!

© Copyright Customer Attuned, All rights reserved 2025    |    Website by ZeroDotNine
By using this website you consent to our use of cookies, for further information please refer to our privacy policy.
  • Privacy Policy
KAM Bootcamp Best PracticesMake time to source a KAM Programme to improve performance
Scroll to top

Customer Attuned uses industry-standard cookies on this website to monitor and continually improve your experience of it. You can read more about our use of this information and any personal information that you submit on our Privacy Policy. Use of this website demonstrates agreement with this policy.

Accept settingsHide notification onlySettings

We respect your privacy rights



How we use cookies

Customer Attuned uses industry-standard cookies on this website to monitor and continually improve your experience of it. You can read more about our use of this information and any personal information that you submit on our Privacy Policy. Use of this website demonstrates agreement with this policy.

I have read and agree with the Privacy Policy

Essential Website Cookies

These cookies are strictly necessary to provide you with services available through our website and to use some of its features.

Because these cookies are strictly necessary to deliver the website, refusing them will have impact how our site functions. You always can block or delete cookies by changing your browser settings and force blocking all cookies on this website. But this will always prompt you to accept/refuse cookies when revisiting our site.

We fully respect if you want to refuse cookies but to avoid asking you again and again kindly allow us to store a cookie for that. You are free to opt out any time or opt in for other cookies to get a better experience. If you refuse cookies we will remove all set cookies in our domain.

We provide you with a list of stored cookies on your computer in our domain so you can check what we stored. Due to security reasons we are not able to show or modify cookies from other domains. You can check these in your browser security settings.

Google Analytics Cookies

These cookies collect information that is used either in aggregate form to help us understand how our website is being used or how effective our marketing campaigns are, or to help us customize our website and application for you in order to enhance your experience.

If you do not want that we track your visit to our site you can disable tracking in your browser here:

Other external services

We also use different external services like Google Webfonts, Google Maps, and external Video providers. Since these providers may collect personal data like your IP address we allow you to block them here. Please be aware that this might heavily reduce the functionality and appearance of our site. Changes will take effect once you reload the page.

Google Webfont Settings:

Google Map Settings:

Google reCaptcha Settings:

Vimeo and Youtube video embeds:

Privacy Policy

You can read about our cookies and privacy settings in detail on our Privacy Policy Page.

Privacy Policy
Accept settingsHide notification only