matthew powell

Is It Possible To Have High Levels Of

Engagement With B2B Customers?

Matthew Powell

Research Director

B2B International

BIG MRS CPS Conference

2nd July 2015

2 2

Joshie The Giraffe

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Joshie’s Adventure

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But What About B2B?

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We Have More Of An Emotional Connection With The

Brands We Work With

% Customers With Emotional Connection:

B2B B2C

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The Number Of Perceived Risks Attached To A

Decision Strengthens The Emotional Connection

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What Drives High

Engagement In B2B

Markets?

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Five Groupings Of Issues

People issues

Perception

issues

Product / service

issues

Website /

support portals Finance / billing Hygiene factors

Low engagement

Delight factors

High engagement

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People Issues Make Or Break Engagement

People issues

Perception

issues

Product / service

issues

Website /

support portals Finance / billing

• Ease of doing business

• Responsiveness of staff

• Resolution of problems

• Understanding my needs

• Professionalism

• Keeping promises and

commitments

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People issues

Product / service

issues

Website /

support portals Finance / billing

Perception Issues Can Have A Big Sway On

Engagement

Perception

issues

• Product quality

• Offering value for money

• Brand & reputation

• Innovation

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People Deliver The

Wow! Moments

Empower staff

+

Give them the tools they need

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Ensuring Consistency Of Experience Is Key

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Strategy vs Execution

Companies that excel at customer engagement in b2b

markets are able to set the right strategy, but are also able

to execute this strategy effectively.

Execution:

• Strategy is evident at every customer

interaction

• Staff empowered and tooled

• Customer experience is totally

consistent (and no customers fall in-

between silos)

• Processes and programme in place to

measure customer experience

• Make improvements based on

feedback & suggestions

Strategy:

• Top-down buy-in

• Clear goals

• Customer promise

• Everyone knows their role

• The customer is at the centre

of all decisions

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Focusing On Customer Experience In B2B Markets

Three Typologies

Source: “B2B customer experience: Start ‘playing to win’ and stop ‘playing not to lose’;

Accenture; Jan14

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Focusing On Customer Experience In B2B Markets

Three Typologies

Source: “B2B customer experience: Start ‘playing to win’ and stop ‘playing not to lose’;

Accenture; Jan14

Masters ‘ playing to win’

- 24% of b2b companies

Strivers ‘playing to not

lose’ - 48% of b2b

companies

Laggards ‘not even in

the game’ - 28% of b2b

companies

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In Summary: Customer Engagement

High customer engagement

in b2b markets…

Consistently high customer

engagement in b2b markets… ?

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• Personal relationships have the biggest sway on customer engagement

• Ensure staff are passionate about what they do, and are empowered

• Ensure consistency of experience to drive highest engagement

• All underpinned by a customer centric CX strategy

Relationship

Staff Consistency

In Summary: Customer Engagement

CX Strategy

M A N C H E S T E R L O N D O N N E W Y O R K C H I C A G O D U S S E L D O R F B E I J I N G S H A N G H A I

B2B International

Euston Tower – Floor 33

286 Euston Road, London, NW1 3DP

Tel: +44 (0) 203 463 8750

Fax: +44 (0) 203 463 8753

E-mail: info@b2binternational.com

Website: www.b2binternational.com

Thank you for listening