Let’s continue the “green” theme…
At a recent customer meeting, I was expecting to hear the standard commentary about the importance of high quality customer service, along with similar topics like timely customer communications, as being crucial elements in vendor selection. While these topics were discussed, an unexpected criterion found its way into the decision making process, namely Corporate Social Responsibility.
The media campaigns of Al Gore and Leonardo DiCaprio were instrumental in sounding the alarm and delivering to our living rooms the impact of commercialism on our fragile natural resources. In the B2C marketplace, this had a direct impact on how individual consumers exercise their purchasing power. This has translated into a blitz of ad campaigns from a variety of companies to emphasize their initiatives for reducing their carbon footprint.
It appears that this trend is also moving into the B2B marketplace. As evidence of this trend, during the same customer meeting mentioned earlier, one attendee expressed the fact that her company, as a standard part of their purchasing practice, now requires a prospective vendor to complete a form that describes the company’s stance on Corporate Social Responsibility.
To close the deal then, organizations need to have more than the best product, service or communication platform. The company that closes the deal will also have a strategy to deliver products in a way that demonstrates a goal toward protecting the environment and slowing climate change.
I am fortunate to be employed by an organization that recognizes the importance of this issue. For example, the Dow Jones Indexes contributes to the calculation of the Dow Jones Sustainability Indexes, which tracks the financial performance of companies based on economic, environmental, and social criteria. It is just one source to help organizations monitor companies that are actively reducing their carbon footprint. Further, our parent company, News Corp, is passionate about corporate social responsibility and has articulated a clear goal of “0 carbon emission by 2010” . That sounds like a “Deal Maker” to me.
Until next time…
Nikki
At a recent customer meeting, I was expecting to hear the standard commentary about the importance of high quality customer service, along with similar topics like timely customer communications, as being crucial elements in vendor selection. While these topics were discussed, an unexpected criterion found its way into the decision making process, namely Corporate Social Responsibility.
The media campaigns of Al Gore and Leonardo DiCaprio were instrumental in sounding the alarm and delivering to our living rooms the impact of commercialism on our fragile natural resources. In the B2C marketplace, this had a direct impact on how individual consumers exercise their purchasing power. This has translated into a blitz of ad campaigns from a variety of companies to emphasize their initiatives for reducing their carbon footprint.
It appears that this trend is also moving into the B2B marketplace. As evidence of this trend, during the same customer meeting mentioned earlier, one attendee expressed the fact that her company, as a standard part of their purchasing practice, now requires a prospective vendor to complete a form that describes the company’s stance on Corporate Social Responsibility.
To close the deal then, organizations need to have more than the best product, service or communication platform. The company that closes the deal will also have a strategy to deliver products in a way that demonstrates a goal toward protecting the environment and slowing climate change.
I am fortunate to be employed by an organization that recognizes the importance of this issue. For example, the Dow Jones Indexes contributes to the calculation of the Dow Jones Sustainability Indexes, which tracks the financial performance of companies based on economic, environmental, and social criteria. It is just one source to help organizations monitor companies that are actively reducing their carbon footprint. Further, our parent company, News Corp, is passionate about corporate social responsibility and has articulated a clear goal of “0 carbon emission by 2010” . That sounds like a “Deal Maker” to me.
Until next time…
Nikki
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