CXcellence - The best bits
CXcellence
The best bits from the day
What do B2B buyers really think about CX?
Joel Harrison, B2B Marketing
What do B2B buyers really think about customer experience?
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
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Improving CX is a priority for 70% of marketers.
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Responsibility for CX doesn't sit within a specific team for 63% of B2B brands - it sits with marketing only 25% of the time.
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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?
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:
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Learn from your customers - if you engage with them on a regular basis, they'll tell you what you want
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Measure the outcomes using relevant metrics
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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
Marketing director UK & Ireland
BSI
@WrightPeopleMkt
"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
Director of innovation and senior lecturer
Goldsmiths University
@twae
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 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.
"Our lives are made happier by a combination of experiences of pleasure and purpose"
Professor Paul Dolan
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