Customer-centricity in the executive suite: A taxonomy of top-management- customer interaction roles

Abstract

The quest for customer-centricity drives top-management relationships with customers in business-to-business (B2B) markets. But the impact of executive engagement varies greatly across supplier-customer relationships. Based on exploratory field research, this paper develops a taxonomy of top-management- customer interaction roles. We also provide suggestions for leveraging senior executives for both supplier and customer benefit.