Customer Research & Segmentation

Our latest research shows that delivering an excellent customer experience throughout the customer lifecycle remains one of the top challenges B2B brands are addressing in 2022 and beyond. In fact, when we asked 97 large, global companies how they thought their customers would rate the customer experience they provide, a quarter of them believed that their customers would give them a score of five or below out of 10. Only one fifth of companies believed that their customers would give them a score of 8 or more.

At B2B International, our Customer Research & Segmentation programs deliver value across the entire customer lifecycle, from mapping the buyer journey and identifying key purchase drivers, through to understanding needs through buyer personas, tracking customer satisfaction and loyalty and improving customer retention and lifetime value.

Understand Purchase Drivers
Understand Purchase Drivers
Improve the sales funnel by more deeply understanding the practical, technical and emotional drivers of decisions across the b2b purchase journey.
Acquiring New Customers
Acquiring New Customers
Acquire more customers and capture more value from each opportunity through regular and systematic measurement of your sales performance.
Track Customer Loyalty & Satisfaction
Track Customer Loyalty & Satisfaction
Track customer satisfaction and loyalty, set clear priorities for customer experience improvement, and stay continuously engaged with customers and prospects at individual touchpoints or across entire client relationships.
Increase Customer Lifetime Value
Increase Customer Lifetime Value
Increase customer lifetime value by better understanding unmet needs. Use segmentation to adopt a structured approach to customer value management.
Improve the sales funnel by more deeply understanding the practical, technical and emotional drivers of decisions across the b2b purchase journey.
Acquire more customers and capture more value from each opportunity through regular and systematic measurement of your sales performance.
Track customer satisfaction and loyalty, set clear priorities for customer experience improvement, and stay continuously engaged with customers and prospects at individual touchpoints or across entire client relationships.
Increase customer lifetime value by better understanding unmet needs. Use segmentation to adopt a structured approach to customer value management.

Clients We've Worked With

Case Studies

Supporting Arqiva in achieving customer experience excellence

Arqiva is a leading telecommunications company, providing critical data, network and communications services. They had strong Executive level backing for customer satisfaction research to take place annually, however, the most recent program was based on a short online survey and thus, did not provide the detailed insight required.

Find out how we helped Arqiva to refresh the customer experience program for 2021.

Understanding the buyer journey and building personas and value propositions for Sodexo

Sodexo, a world-leader in food service and facilities management, places insight at the core of their marketing strategy. Sodexo partnered with B2B International to help them understand typical buyer journeys and personas across four different business units.

Find out how the insights were used to inform top of the funnel marketing strategies and sales engagement strategies during the purchase process.

B2B CX Insights

CX Practitioners Podcast Series

Our CX Practitioners Podcast Series follows our hugely popular CX Masters series, where expert guests from around the world of CX discussed the latest insights and strategies on how to create superior customer experiences, by inviting CX leaders from a range of B2B organizations to discuss how they’ve prioritized the customer experience within their own business, the specific CX programs and strategies they’ve implemented and the results they’ve achieved.

The New Shape of Superpowered B2B Customer Experiences

Last year we identified the 4 “Superpowers” which collectively help B2B brands to architect the ultimate customer experience. We have since revisited our global research study in collaboration with Merkle B2B to understand how the B2B Superpower ingredients have evolved and therefore what matters to B2B buyers today. Our Superpowers 2.0 report explores these key ingredients to help you create superpowered B2B customer experiences.
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