Customer Experience enters the B2B battlefield (with abstract)
| Customer Experience enters the B2B battlefield (with abstract) | |
|---|---|
| Published By | Articles by Deloitte |
| Publish Date | 2021 |
| Authors | Joe Dworak, Tom Aldred, Bhupi Arora |
| Topics | B2B, Customer experience |
| Statistics | |
| Article Size | words |
| Diagrams | Yes |
| Downloadable Version | Yes |
| Reviewers | |
| Page Owner | Nikolay Sidelnikov |
| Summary Author | Nikolay Sidelnikov |
Abstract
The research Customer Experience enters the B2B battlefield by Deloitte is a very well-structured and informative document that explains the role of customer experience in B2B competition, even for products like oil, gas, and chemical products.
In the introduction, the authors explain that according to their research, today, not only process, product, price, and quality are important for buyers but also the ways a seller presents itself and delivers a richer, better, more bespoke experience, including the digital part. Today, customers are looking at the total cost of being a customer, not just the price of what they buy.
The chapter "Shifting customer attitudes" includes numbers demonstrating measurable changes in customer buying preferences and behaviors.
Here you can find the information on:
- What information do B2B buyers find “very important” or “essential”?
- How often do customers face challenges accessing different types of information when researching/selecting a supplier?
- What channels do customers prefer for ordering and reordering?
- How often do customers face different kinds of customer experience challenges post-sale?
- How many customers are ready to switch suppliers due to different customer experience issues
These numbers are complemented with explanations from Deloitte experts and customers' quotes.
The chapter "Why things are changing" gives an overview of the trends that result in customers' preferences shift. The authors expect they can track the shifts in four main areas, which they explain in detail:
- Generational
- Digital
- Operating model
- Market rewards
The chapter "Moving beyond traditional barriers" describes and explains the desirable "after picture", which includes:
- Business objectives, strategies, and performance are set and measured with customers at the center, with segment performance added as a key management priority.
- Customer experience performance is as important as product and asset performance. The company must truly become a customer-centric organization.
- End-to-end customer experiences are designed and delivered to be seamless, integrated across touchpoints and channels, dynamic, and digitally enabled, and they reflect deep insights into customers’ needs and behaviors.
- Performance indicators across all customer journey dimensions can be tracked and measured to drive insights to shape future strategies, offers, and target experiences.
- Customers recognize, value, and embrace the experiences you deliver—which translates into growth and margin.
The chapter "Putting customers at the center: from theory to practice" describes in detail the areas of focus as a company plans its customer experience transformation:
- Scope
- Strategy
- Leadership
- Management routines
- Connected Capabilities
The chapter "Assess your starting point" concludes the article by a list of questions that the company should evaluate to identify its current state of customer experience management of the company. Those questions include:
- What is your go-to-market strategy?
- How do you measure and drive value?
- How do you measure customer experience?
- Are your customer experiences really personalized?
- Do you have an explicit digital channel strategy?
- Are you set up to sell on this new view of value?
- What value are you getting from marketing?
Full text: Customer Experience enters the B2B battlefield
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