CXcellence

The best bits from the day

3 November 2016

etc.venues 155 Bishopsgate

What do B2B buyers really think about CX?

Joel Harrison, B2B Marketing

What do B2B buyers really think about customer experience?

Joel Harrison

Editor-in-chief
B2B Marketing
@joel_b2beditor

How do you define CX?

"CX is the sum totality of how customers engage with your company and brand, not just in a snapshot in time, but throughout the entire arc of being a customer"

Harvard Business Review

Improving CX is a priority for 70% of marketers.
Responsibility for CX doesn't sit within a specific team for 63% of B2B brands - it sits with marketing only 25% of the time.
The number one CX management challenge for marketers is lack of clarity over who's responsible for CX.

What do buyers want?

87% of buyers already have a preference for a supplier before they start making a detailed evaluation.

Face-to-face interaction is fundamental: 56% of buyers say meeting with suppliers is the most influential factor in their decision-making.

Your CX checklist

1. Have you mapped excellence in CX across all touchpoints?
2. Do you have a coherent and consistent CX plan?
3. Are all relevant departments aligned and on board?
4. Do staff at every level understand CX's relevance to them?
5. Do you have clear, coherent metrics which are reported to and discussed by the board?
6. Are you actively engaging influencers?
7. Are you building your customer alumni?
8. Do you cultivate feedback and demonstrably act on it?

Your customers are changing, how can you keep up?

Mike Bainbridge, Rackspace

Your customers are changing, how can you keep up?

Mike Bainbridge

Chief digital technologist
Rackspace
@dgtlMike

Investing in employee satisfaction is key:

Employee satisfaction --> employee retention and productivity --> customer satisfaction --> customer loyalty --> revenue growth and profit --> further investment in employee satisfaction...

"Amazon has completely redefined what selling to customers means" #CXB2B

Mike Bainbridge, Rackspace

Every organisation has a HIPPO (highest paid person's opinion) who blocks CX progress.

Net Promoter Score (NPS) can be a handy metric for CX but it only captures customer feedback at one point in time.

Key things to remember:

Learn from your customers - if you engage with them on a regular basis, they'll tell you what you want
Measure the outcomes using relevant metrics
Empower your employees - they have those customer interactions on a daily basis.

The cultural implications of excellent CX

Chris Wright, BSI

The cultural implications of
excellent CX

Chris Wright

Marketing director UK & Ireland
BSI
@WrightPeopleMkt

If you don't have the right culture in your organisation, you won't be able to deliver CX successfully.
Marketing needs to own CX.
CX is a brand differentiator - especially in service businesses.
Employee experience has a direct correlation to client experience.
Behind BSI's approach to CX, one belief: customers choose to stay with brands that deliver consistently excellent experiences.
Not only does fast customer service matter, but getting it wrong can have lasting impact. Bad news travels fast!

"Customers choose to stay with brands that deliver consistently excellent experiences" #CXB2B

Chris Wright, BSI

Assemble 'customer first' champions, share examples of success and define standards of excellence for main touchpoints.

"If you mess up, fess up" - apologising is the most powerful thing you can do, but also make sure you fix it quickly #CXB2B

Chris Wright, BSI

Five critical success factors:

Get the board on board
Be clear why you're doing it and what you want to achieve
Involve your employees from the start
Keep it on the agenda
Have patience... and keep the faith.

The future of CX

Dr Chris Brauer, Goldsmiths University David Burnand, Adobe Marketing Cloud

The future of CX

Dr Chris Brauer

Director of innovation and senior lecturer
Goldsmiths University
@twae

David Burnand

Marketing lead for north Europe
Adobe Marketing Cloud
@davidburnand

CX expectations are higher than ever - more than ever before, customers expect an immediate response to a post or enquiry.

64% of adults surveyed by @Adobe & @GoldsmithsUoL say a good digital experience allows them to discover new and unexpected things #CXB2B

Empathy: create a humanising experience, not a dehumanising experience (not a robotic call centre). Empathy is the foundation of trust in a relationship. Imagine walking in your customer's shoes, and they will engage with you.

Reciprocity: customers will be happy to contribute to machine learning if it makes the service better.

"People don't want technology to use historic habits to predict future ones. We want to feel that we can change"

"Serendipity is essential to discovery, but it's also a crucial element towards building trust and authenticity"

Dr Chris Brauer, Goldsmiths University

B2B: Insights from behavioural science

Professor Paul Dolan, LSE

B2B: Insights from behavioural science

Professor Paul Dolan

Professor of behavioural science
London School of Economics
Author, Happiness by Design
@profpauldolan

You don't really know why you do what you do. You make thousands of decisions every day without really knowing why.

No amount of market research gets at the unconscious reasons for decision-making - you are blind to the unconscious drivers of your behaviour.

People never say they want to be like everyone else - although it's actually true - they make rational reasons for doing what they do.

"People say 'you make your own luck', but you can't make randomness"

Professor Paul Dolan, LSE

The message hardly matters at all, it's the messenger that matters: with a trustworthy messenger, you can basically sell anything you like.

**At some point in time, we will (probably) establish that free will is a complete myth.**

Our memories are not good guides of experience - our current feelings are a better guide of how we'll feel in the future.