In researching the customers of thousands of B2B brands over the years, we have more B2B research experience listening to the voice of the customer than any other research company.
Bringing the voice of the customer into the heart of your business
By integrating our program with your CRM system, you can align customer experience management with your key commercial objectives – identifying and prioritizing actions and opportunities by audience, business or customer value.
Take a walk in your customers’ shoes
Customer journey mapping enables you to build a detailed picture of the customer experience with your brand throughout the path to purchase and beyond – from awareness through to repeat purchases.
As b2b specialists, we acknowledge the importance of the channel and routes to market; we understand the impact of advertising and communications in the b2b arena; and we know how choices and decisions are made, from the most complex and technical of products to more simple but challenging commodities.
We will help you identify the most critical stages in the customer journey in shaping the experience with your brand. And we will highlight where the customer is delighted and where pain points occur. Armed with this intelligence, you will be able to take action where it matters most in the goal towards customer experience excellence.
Evaluating the path to purchase
The path to purchase is important in driving brand preference and it begins long before considerations on the likes of product features and price. Where b2b audiences do their research, the external parties they seek advice from, the conferences they attend, and publications and reviews they read, all shape the buyer journey in some way.
Our buyer journey mapping and buyer journey research offering spans interactive workshops and voice of the customer insights to “walk in the buyer’s shoes” throughout the whole path to purchase. This includes identifying which touchpoints and interactions are the most critical to success, and where improvements are needed to drive higher share of mind and brand favorability.
Humanizing the target audience
Understanding the individual buyer and user are just as important as understanding the organization they work for. Our buyer persona research and visualization humanizes segments of a target audience through demographics and characterizing individual needs, motivations, and pain points.
The ability to identify different buyer personas makes it easier for marketing and sales teams to focus resources and better engage with key customer groups. The infographics and posters created by our in-house design team bring the customer to life and play an important role in engaging the wider organization in a drive towards greater customer centricity.
Actively listening to your customers
We have the latest technical solutions for collecting feedback whenever and however your customers interact with you, including phone, web, SMS, paper and e-survey. This means you’ll get the full picture of what customers want, how they behave, and what they think of you – through the medium that works best for your brand, audience and research goals.
Translating feedback into positive outcomes
A swift response to problems has a positive influence on customer attitudes – and is a key differentiator, especially where price and product are homogenous. Our listening process ‘flags’ issues and opportunities – automatically initiating the appropriate response process in real time.
What’s your Net Promoter Score?
Your NPS (Net Promoter Score) tells you how likely customers are to recommend you, i.e. to act as advocates of your brand. It’s a vital metric for measuring performance as it is a key indicator of overall customer sentiment and advocacy, which links strongly with growth potential.
Further reading: What is a good NPS score?
Further reading: How can I improve my NPS score?