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
A Best Practice Guide to Assessing CX in B2B Markets
Evidence shows that B2B customer expectations are increasing but benchmarking data taken from our annual Superpowers Index, tells a story of static scores on key customer metrics such as the Net Promoter Score (NPS) and overall satisfaction.
While there is no one size fits all solution to B2B customer experience research, we have developed this guide to explain how you can effectively leverage market research to deliver on your CX strategy.
While there is no one size fits all solution to B2B customer experience research, we have developed this guide to explain how you can effectively leverage market research to deliver on your CX strategy.
The 2024 Superpowers Index
Covering over 25,000 brand experiences, The Superpowers Index, conducted by B2B International in collaboration with dentsu B2B, is the largest ever systematic study of B2B buying behavior globally.
The 2024 report provides a new perspective on many of the big trends in B2B: the importance of trust and brand building; the ever-narrowing gap between winning and losing; the growing influence of thought leadership; and the challenges of scaling ABM.
The 2024 report provides a new perspective on many of the big trends in B2B: the importance of trust and brand building; the ever-narrowing gap between winning and losing; the growing influence of thought leadership; and the challenges of scaling ABM.