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Why Houston Energy Companies Should Focus On Customer Satisfaction Over Tech

By Vikas Mittal and Hari Sridhar  – Guest ContributorsApr 27, 2018, 4:59am As the price of crude oil rises, energy companies are beginning to bank on sales growth to boost shareholder returns. Conversations with executives reveal that they are largely focusing on new technology to deliver product innovation and lower prices. These are admirable goals, but the …

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6 Ways B-To-B Customers Are Unique And How To Satisfy Them

5/31/2018By: Vikas Mittal To satisfy customers and increase profits, B-to-B companies must stop emulating consumer brands and understand what their own customers value Senior executives at B-to-B companies strive to help their customers improve sales and margins. Yet very few systematic frameworks exist to guide their customer focus. Last year, I was discussing the content of …

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Rethinking Marketing

By Vikas Mittal As scholars, if we stretch our minds and our thinking about what marketing is, we can engage organizations and scholars from nontraditional fields. My belief is that if we want to really contribute these new areas, we need to look outside in, not inside out. A better world is out there looking …

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Cost-Cutting Won’t Save The Oil And Gas Industry. Customer Focus Will

Over two-thirds of all mergers fail, with the failures blamed on post-merger issues such as execution gaps, lack of cultural alignment and integration problems. Closer scrutiny of failed mergers and acquisitions in the oil and gas industry paints a different story. It appears CEOs and board members often create the conditions for failure by ignoring …

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Cost-Cutting Won’t Save The Oil And Gas Industry. Customer Focus Will

Fluor, an engineering, procurement and construction company headquartered in Irving, recently announced that it will strategically restructure itself. The company’s playbook had all the buzzwords signaling cost-cutting — “capital reallocation,” “overhead reduction” and “disciplined project management.” But notably, Fluor’s restructuring announcement does not once mention the word customer. A singular focus on cost-cutting is unlikely to fix …

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To Cut Costs, Know Your Customer

Cost-trimming initiatives at B2B companies should be guided by an understanding of what customers truly value. The economic disruptions caused by the ongoing pandemic are forcing myriad decisions on CEOs of B2B companies. Often, the most pressing decisions are whether and how to cut costs. As in business downturns past, some CEOs are implementing across-the-board …

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