Archive for the ‘Customer Journey’ Category
More and more companies nowadays are recognizing the importance of managing the customer experience and, increasingly, the voice of the customer is being led at boardroom level and integrated with company strategy.
The latest white paper from B2B International, Managing The Experience Of Your Customers, goes straight to the heart of the matter, looking at the reasons for this shift toward increased Customer Experience Management (CEM), as well as frameworks for typical CEM approaches – particularly those relating to the B2B arena.
If you are among the savvy companies which are delving further into the customer experience and placing it at the heart of all they do, this white paper is essential reading!
Click here to view Managing The Experience Of Your Customers.
Helping to create a strong company brand is something B2B International helps our clients strive for on a daily basis. By understanding a customers journey and satisfaction levels at each stage helps improve a Net Promoter Score (NPS).
The higher an NPS score the greater the number of Brand advocates. These advocates have a benefit on revenue as they are 50% more likely to create a contact that influences a purchase.
The info-graphic from Customer Advocacy, outlines the importance of B2B customer advocacy:
please click on the image to enlarge
For more information on how B2B International can assess you NPS, please get in touch with us.
A recent shift from focusing attention on customer service and satisfying customers through to a more encompassing management of ‘Customer Experience’ is definitely a wise decision. However, it is important to understand 3 key areas that will impact on whether your organisation delivers a true ‘customer experience’. Firstly, you need to know what the expectation of the customer is; then you need to manage the experience and thirdly you need to understand what will be remembered.
Of course, expectations set the bar height in terms of anticipation about the experience somebody is going to have and so cannot be ignored. However, it has previously been assumed that the memory of the experience is the same as the actual experience but research from Daniel Kahneman has shown that they can be very different and small changes to the experience can have a lasting impact on the memory of the experience. Therefore customers’ expectations, experiences and memory of their experience need to be understood, controlled and managed through to deliver loyal customers in the future.
For more information please visit http://www.deepseeresearch.com/white-paper-make-it-memorable-but-for-the-right-reasons/
To understand more about what B2B International can offer around Customer Experience Management visit http://www.b2binternational.com/research-and-intelligence/customer-loyalty/ or contact one of our international offices http://www.b2binternational.com/contact-b2b/
This week Peter Mullarkey discusses the simple benefit in listening to improve customer service.
One of life’s biggest frustrations is being made to wait. This may occur when a friend runs late, or the online delivery scheduled for the morning eventually arrives after supper, but for me the most frustrating wait is for public transport.
You rely on a team of people to assist you to your destination and this lack of control can start to boil over when told of a delay or, even worse, a cancellation. So, frustration for me reached boiling point when travelling back from Edinburgh recently with a colleague: We were informed of a two hour delay because of a broken down plane and our only real choice, while stuck on the air side of the airport, was to sit in the café and discuss the day’s meeting while checking and responding to emails. I went up to the busy counter to order a cappuccino and a latte, which were swiftly delivered to the table.
An hour into our wait, the drinks were empty and we needed more, so up to the counter again I went. It was still bustling with activity, but when I heard “would you like the same again?” I was taken aback at their ability to remember what I had ordered an hour ago since at least 60 more orders would have passed through in that time. It was a response I might have expected in my local hostelry, but not in an airport café. This listening and repeating exercise really impressed me. It was simple but also personal, and overall gave a positive customer experience that didn’t cost any extra to deliver. People are always asking about what added value they can receive and top of the list should always be listening and understanding.
These values were echoed in a recent service story from Levanter in which they outlined 12 simple tips that can significantly improve your ability to listen to your internal and external customers:
1. Acknowledge the enormous power and benefits that stem from carefully listening to others.
2. When the customer talks, stop doing whatever you are doing.
3. Stay 100% focused on the customer. Do not allow yourself to be distracted.
4. If you face the customer in person, establish frequent eye-contact, but without making him feel uncomfortable.
5. If you deal with the customer over the phone, close your eyes or focus them on a fixed spot.
6. While the customer is talking, write down key words in a sheet of paper. This will help you retain the main ideas.
7. Never interrupt a customer! Be cautious and let him finish talking.
8. Keep your emotions in check. Sometimes we don’t like what we are told, but if you get carried away, your focus will shift from what’s most important: the customer’s feelings.
9. Don’t jump to conclusions until you have listened to everything the customer had to say.
10. Read the customer’s body language and tone of voice. Sometimes they speak louder than words.
11. If something is not well understood, ask the customer to repeat it.
12. Rephrase and double check with the customer.
Deep See is a new consumer market research and intelligence company – from the stable of business-to-business specialist, B2B International
There are lots of consumer market research companies out there, so why choose Deep See? As the name suggests, Deep See promises to go to great depths to get to the bottom of what customers really think.
London-based Deep See is due to launch early April, and is headed up by Matt Powell. Powell is confident there is room in the marketplace for Deep See and relishes working on projects which will test products, seek opinions, probe customer satisfaction, assess markets and develop pricing strategies.
B2B International, as a leading specialist business-to-business market research consultancy, has launched Deep See to establish a foothold in the wider consumer arena and to meet increasing client demand to research the whole b2b2c value chain. By using B2B International’s established global network of offices, plus researchers and fieldworkers who converse in every language imaginable, Deep See sets out to reach anyone anywhere.
It is this international scope combined with the ability and knowledge to conduct research with all aspects of a company (from internal stake holders, through to distributors, through to consumers) that Deep See believes will differentiate it from other research agencies.
Some of the services that Deep See will offer include customer journey mapping, social media research, web site benchmarking, and customer segmentation. The former identifies each interaction that the customer encounters along each stage of the journey from cradle to grave; whilst Deep See’s social media monitoring tool keeps a detailed track on what is being said and written about a brand or campaign. Deep See believes these tools are most effective when applied together as part of a wide research campaign.
Powell joined B2B International in 2004 and has worked with high profile companies such as Autoglym, BAA, Balfour Beatty, BOC, Co-operative Bank, Gillette, Intel, Molson Coors, Microsoft and Travis Perkins. He says: “through Deep See’s international research and intelligent insight capabilities, we offer an added dimension. Thanks to the backing and resources of the world’s leading b2b market research consultancy, we already have a deep understanding of the whole supply chain and the issues that affect every area of a company, allowing us to analyse things in a way that other research agencies wouldn’t think of doing and offering a fresh perspective to a client’s business.”
B2B International director and founder, Nick Hague, says: “Deep See is another example of the diversification of B2B International, following 2011’s launch of our specialist creative marketing communications and brand agency B2B Marcomms.”