Business

For B2B companies, striving to become a "customer of choice" for their suppliers is essential to engaging their own customers.

Quantitative measures uncover only so much about the relationships between a B2B company and its customers.

Sixty-five percent of Americans now prefer saving money to spending it, continuing a trend that started after the 2008 financial crisis. The percentage who say they are spending less tops the percentage saying they are spending more.

Slightly more than half of Americans (52%) say they currently have money invested in the stock market. This matches the low first reached in 2013 for Gallup's 19-year trend.

The most successful B2B companies take specific and proven steps to align their purpose, brand and culture.

Thirty-five percent of Americans favor real estate as the best long-term investment choice, a four-percentage-point gain from last year that moves it further ahead of stocks (22%), gold (17%), savings accounts (15%) and bonds (7%).

Countless companies say they have a customer-centric culture and clear identity. But Gallup finds that few actually do.

Gallup data suggest that carrying debt does not, by itself, have much of an impact on Americans' financial worries.

Employee engagement among U.S. workers reached a new high in March, when an average of 34.1% were engaged. The previous high in Gallup's five-year trend was 33.8% in March 2011.

Americans who carry debt have many financial worries and are more likely than others to try cutting costs and raising money.

Customer impact means making major changes in a customer's business that significantly improve its bottom line.