Hasta La Creative!

At Time Warner Cable Business Class, “the customer knows best” is better rephrased to “the customer shows best.” After overhauling its approach to messaging over the past few years, TWCBC has turned the cameras to its customers, a base of small- to medium-sized business owners, giving the most loyal among them the opportunity to tell their success stories to an audience of millions.

And it has been working. This b-to-b arm of Time Warner Cable has seen 18 quarters of consecutive growth following the new program, a truly remarkable benchmark for any established company. Stephanie Anderson, who until mid-June was CMO, credits this increased acquisition and retention of customers to growing closer to them and their community of small business owners. Here are a few of her invaluable lessons on nurturing b-to-b loyalty.

An outside-in approach

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