Companies aiming for B-Corp certification must demonstrate a focus on creating value for their customers, recognising that they are a critical stakeholder group. We have used a fictional company, Weesolve, to illustrate one possible approach to customer focus for B-Corp certification.
Weesolve, a Scottish Health and Safety products and services company, recently achieved B Corp certification, showcasing its dedication to ‘purpose beyond profit’.
As well as addressing the other cornerstone B-Corp areas, Weesolve was able to demonstrate that customer-focused business is good for everyone, not just customers.
Here’s how Weesolve transformed its customer approach to meet the high ESG standards of B Corp certification.
Listening to Customers and Acting on Feedback
Weesolve started by strengthening its feedback systems. They conducted surveys, held focus groups, and created open channels for clients to share their experiences (for example, by including web-based surveys on their support emails). Most importantly, they acted on the information they received. Whether it was refining their service offerings or improving their communication, Weesolve made customer feedback a critical driver of decision-making. This approach increased customer satisfaction and loyalty while ensuring their services genuinely addressed client needs.
Offering Ethical and Transparent Products
Transparency was key to earning customer trust. Weesolve conducted a thorough review of its product and service offerings to ensure they aligned with their core ESG values of honesty and integrity. They also implemented clear, jargon-free contracts and pricing structures to ensure customers understood exactly what they were getting—no hidden fees or surprises. Customers soon reported feeling more confident and secure in their purchases, boosting trust and long-term relationships.
Designing Products and Services with Impact in Mind
As part of its B Corp journey, Weesolve evaluated the broader impact of its services on customers. They redesigned their offerings to ensure they weren’t just meeting needs but also contributing positively to customers’ lives. For example, in addition to their core purpose their solutions were tailored to help clients reduce waste, save money, or adopt more sustainable practices themselves. Because the company had effectively extended the impact of their products and services, clients viewed Weesolve as a partner in achieving their own goals, creating increased trust.
Prioritising Customer Education
Weesolve didn’t just offer products—it empowered customers with knowledge. The company launched a series of workshops, webinars, and educational materials to help clients make informed decisions. Whether it was teaching sustainable practices or guiding clients on how to maximise their results, Weesolve became a trusted resource. Customers reported feeling more engaged and equipped to use Weesolve’s services effectively, improving their overall experience.
Supporting Underserved Communities
Inclusivity was a big part of Weesolve’s customer strategy. They made a conscious effort to expand their reach to underserved markets, offering sliding-scale pricing for small businesses and charities that couldn’t otherwise afford their services. This ensured that their positive impact extended to a broader, more diverse customer base. This earned them respect and gratitude, building goodwill and ultimately expanding their customer network.
Building Long-Term Relationships
Unlike many businesses that focus on one-off transactions, Weesolve took a long-term approach. They worked closely with customers to understand their evolving needs and provided personalised support throughout their journey. This relationship-first strategy was designed to foster trust and loyalty. Retention rates soared, with customers staying loyal to Weesolve not just because of the quality of their services, but because of the strong, personal connections they cultivated.
Measuring Customer Impact
To ensure they were delivering on their promises, Weesolve implemented tools to measure the impact of their services on customers. They tracked metrics such as cost savings, customer satisfaction scores, and the environmental impact of customer projects. Sharing these results with clients not only reinforced trust but also demonstrated accountability. Customers appreciated seeing tangible results, strengthening their confidence in Weesolve’s ability to deliver meaningful value.
The Outcome
By focusing on transparency, education, inclusivity, and long-term relationships, Weesolve demonstrated that small businesses can create a big impact on their customers’ lives. Their customer-centric practices didn’t just meet B Corp standards—they elevated the company’s reputation as a business that truly cares.
Weesolve’s journey shows that putting customers first isn’t just good ethics—it’s good business. Their thoughtful approach to meeting customer needs while driving positive change serves as a model for other small businesses aiming to make a meaningful impact. In the process, they’ve proven that customer satisfaction and purpose-driven ESG values go hand in hand.
Of course, this is a fictional account of a fictional company’s fictional journey to B-Corp, so it’s not always going to be tea and medals – customers after all are people, and they respond in different and often unpredictable ways, however, adopting a consistent approach to creating value for customers should ensure tangible value for all parties.