B2B

Maximize the Results of your B2B Voice of the Customer Programme: The Ultimate Guide

Well-run customer experience (CX) programs can help B2B companies grow the lifetime value of accounts, save them from churning, and generate warm referrals that drive new growth.

According to a McKinsey study, successful programmes lower customer churn by 10-15%, increase sales close rates by 20-40% and lower costs to serve by up to 50%.

In addition, B2B leads generated through warm referrals have on average a 4 times higher lead-to-deal conversion rate compared to sales prospecting or advertising.

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Are you happy with your VoC or NPS programs?

Creating a working Voice of Customer program is not a simple task. You think of just starting to ask a few questions and nudging a few people in the right direction, and it seems fairly easy in the beginning, but then things start to get complicated. How do you prove that the questions you are asking are actually reflecting the situation? Why should the company pay for a separate questionnaire, while there is a perfectly fine 20-page-long annual marketing survey? Technology costs how much? Can’t we just use a (enter any free software name here) for that?

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Maximize the Results of your B2B Voice of the Customer Programme: The Ultimate Guide

Well-run customer experience (CX) programs can help B2B companies grow the lifetime value of accounts, save them from churning, and generate warm referrals that drive new growth.

According to a McKinsey study, successful programmes lower customer churn by 10-15%, increase sales close rates by 20-40% and lower costs to serve by up to 50%.

In addition, B2B leads generated through warm referrals have on average a 4 times higher lead-to-deal conversion rate compared to sales prospecting or advertising.

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DCX/CRM: Avoiding Failure (3)

This is the third of a series of ‘conversations’ centered on avoiding failure when it comes to Digital Customer Experience and/or CRM.  The first ‘conversation’ dealt with articulation-understanding-ownership of requirements.  The second ‘conversation’ dealt with the challenge of integration.  This third conversation deals with the matter of thinking/collaboration that necessarily

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DCX/CRM: Avoiding Failure (2)

In the first part of this series, I pointed out that IT centered programmes that involve the term “transformation” tend to be complex and tend towards failure – failure to deliver the desired outcomes to time, to budget, to end-user expectations.  And, I dealt with that which I consider as one of the most important sources of failure – inserting business analysts between those who will be using the technology and those configuring/building that technology.

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DCX/CRM: Avoiding Failure (1)

Information technology centered programmes are prone to failure. This particularly true for the large/complex programmes – in the business world these kinds of programmes have the word “transformation” in them like business transformation, enterprise transformation, or digital customer experience transformation.

There are many factors that contribute to failure. Today, I wish to focus on the business requirements that represent the demand that the technology must deliver.

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8 Ways in which NPS® can add value to your business

Could asking two simple questions actually help double your sales? 

Over the past 15 years, I’ve seen this and many other amazing results of well run Net Promoter programmes:

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Ten Ways To Take Your Net Promoter® Programme To the Next Level

Net Promoter System could easily be one of the most debated (as well as misunderstood and underutilized) methods out there. 

Yet, two-thirds of all Fortune 1000 companies are utilizing the system. And after 15 years of working on dozens of customer experience programmes for major European brands, we have yet to find a more practical, effective and actionable approach. 

That is - when it’s done right. 

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5 checks for your Net Promoter® Programme

Net Promoter programme is the most practical, effective and actionable approach to better customer experience and can result in a growth of profits and loyal customers. 

But only if it’s done right. 

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5 Quick Wins for Your Net Promoter™ Programme

When implementing a Net Promoter programme, many organisations grow impatient. The initial business case may look compelling, but it may take months or even years before the results from acting on customer feedback show up in the (financial) numbers.

You can address part of this impatience by clearly managing expectations on what the programme can and cannot deliver in each stage of its development. But you can also plan for quick wins which you can pace across your first year (or even 100 days) of NPS implementation.

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