What's unique about business-to-business customer experience management?
The stakes can be quite high, especially when one or both parties is manufacturing or constructing something.
In addition to large sums of money in-play, purchases may affect the buying company's reputation, productivity, time-to-market, cycle time, assets usage, opportunity cost, and financial risk, along with individuals' career paths.
Through our B2B customer experience benchmarking studies and career backgrounds in complex B2B manufacturing firms, our frameworks address critical B2B needs.
The "multiples" that characterize B2B customer experience (CX) are unique opportunities and keys to B2B CX ROI:
B2B CX ROI Factors
B2B CX Management Reality-Check
Multiple parties within an account influencing buy/rebuy decisions
Have you identified each party's expectations?
Have you identified all parties with power to kill a decision?
Does your customer-listening keep a radar on their sentiment?
Have you quantified the consequences of meeting/missing expectations?
Do you weight and nest their inputs for linkage to bookings?
Do action plans reflect inputs from all influencers?
Why try to tie CX to financials without fully understanding who's driving what? Let's update your B2B VoC
Extensive interactions for a long time after the initial purchase
Do you make it easy to capture informal comments?
Do you stream informal feedback to relevant groups?
Do you motivate actions and follow-through on informal inputs?
Do you share actions and progress to proactively influence rebuying?
Why wait to send a survey when you're already getting a goldmine of insights? Let's update your B2B CX Intelligence
Alliances may be formed between a couple or few customer companies to share risk, combine resources, or meet a need of their collective customers
Do you have a radar on these influencers' likely next steps?
Are you monitoring alliances' impact on other accounts?
Are you enabling your company to be agile in preparing for or responding to rapid market changes?
Why leave an important predictor of success out of your CX ROI equation? Let's update your B2B CX Agility