We recently saw communications company Gamma bring its core brand value to life through a large purple fluffy CGI dog (if Gamma was a dog)
Gamma has been around for over 20 years and has grown significantly – due to its flourishing, extensive network of channel partners as well as enterprise and public sector customers. During the successful growth of Gamma, who provide UCaaS, CCaaS, Mobile and Security solutions, one thing that will always stand out as a key component its customers and partners feedback on is that Gamma has always placed strong relationships at the heart of everything they do.
As part of their campaign, Gamma partnered with Opinium, an award-winning strategic insight agency, to survey 800 senior decision makers at companies in the UK, Spain, Germany and the Netherlands and has released new research that explores the correlation between good relationships and business success.
The research shows that even in tough market conditions, businesses can still thrive. It turns out that human factors play a big role in commercial success. Nearly three-quarters (72%) of business leaders think that building good relationships is more important than price and capabilities when choosing a partner or supplier.
While most businesses get that relationships matter, not all of them treat it as a priority over other factors. For those that do, strong relationships are a big indicator of success. Comparing businesses with revenue growth in the past year to those with declining revenue, there’s a noticeable difference in how they rate their customer and colleague relationships. Almost three-quarters (73%) of leaders in growing companies feel they have strong client relationships, and 64% say the same for colleagues. In contrast, only 61% and 52% of leaders in companies with declining revenue feel that way.
Success and company culture are clearly linked, with successful businesses more likely to rate their workplace culture highly compared to those that didn’t do as well (67% vs 55%). Plus, three-quarters (75%) agree that having strong relationships with colleagues is just as important for business success.
Half of business leaders (51%) say that losing staff can lead to losing customers or weaken key business relationships, and over a third (37%) of all respondents are thinking about switching careers in the next year. So, building positive working relationships should be a top priority for businesses in 2024.
In response to these findings, Gamma has identified a metric which tracks this correlation between strong relationships and revenue growth; ‘Return on Relationships’ (RoR); and has built a calculator to help businesses evaluate their performance.
