Customer Research & Segmentation
Our latest research highlights that delivering an excellent customer experience (CX) throughout the customer lifecycle remains as one of the greatest challenges that B2B brands are addressing. We asked 97 large, global organizations how they thought their customers would rate the CX that they provide, 1 in 4 believed their customers would give a score of 5 or below out of 10.
At B2B International, our varied customer research and segmentation programs deliver value across the entire customer lifecycle, from mapping the buyer journey through to identifying key purchase drivers, segmenting customers, understanding customer perceptions and tracking satisfaction and loyalty over time.
Our path to purchase and customer journey research programs explore and map the critical steps that your customers take from identifying a need for a new product or solution through to the day-to-day interactions they have. Identifying the moments of truth and pain points through the purchase and customer journey highlights opportunities for improvements and allows you to focus on the touchpoints that truly matter.
Our customer understanding research enables you to get to know your customers’ needs, behaviors and attitudes in depth. These programs explore how customers make decisions, what matters most to them and their perceptions of your organization. Whilst our buyer persona research will bring customers to life allowing you to make informed choices around targeting, messaging that will resonate and value propositions that best meet their needs.
Measure overall satisfaction and loyalty towards your business, identify the drivers of customer satisfaction and loyalty, determine the current areas of strengths and areas for improvement, and demonstrate the impact of improvements to the customer experience strategy.
Customer segmentation research identifies specific groups you can target with tailored value propositions, marketing and sales efforts. Our b2b customer segmentation programs span a range of approaches including demographic, behavioral, attitudinal and needs based segmentations.
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.
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.
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.
