One size fits no one… Why personal service matters in B2B businesses – and how you can deliver it

January 5, 20157min

With many business-to-business (B2B) organisations still taking stock after one of the hardest hitting recessions, establishing a strong customer base is high on the agenda.

It is becoming increasingly hard to both win new customers and retain existing ones. One reason for this is that the recession propelled customers to break the ties of old loyalties in search of lower prices and better deals.

This is not a revelation; however that said it isn’t all about price. B2B customers have been influenced by big-spending consumer brands who, despite the recession, have continued to drive loyalty programmes and invest in their ability to provide personal service based on data driven customer segmentation. Our customers have had their expectations raised.

As with everything in life, there is always good news and bad news. The good news is a competitive war of attrition on price is the only battleground that can be averted. The bad news is there is still a lot of work to be done in order to get your customer experience where it needs to be.

Our approach on how B2B companies can hold on to customers and maximise their value is simple; Get Personal, Get Smart.

Get Personal

There are two reasons for getting personal with customers. First, because they expect it of you and secondly, when you know who your customers are you can sell to them more effectively.

A problem the industry has is that rather than not knowing enough about customers, it knows too much. Information captured for customer interactions can be turned into valuable insights, allowing for a more tailored, personalised approach to selling.

It is vital that every piece of customer information is collated in one place allowing for dissemination of data. This process also allows us to start getting personal. We will now be able to see how much and how often the customer spends as well as pre-empting what they may purchase in the future. Being able to predict what customers might do allows us to plan strategies for the next best action to take.

These strategies are designed to address the three issues that matter to us most:

  • Revenue – presenting the ideal sales offer at the perfect time
  • Retention – anticipating defection and taking action to prevent it
  • Efficiency – reducing unnecessary contacts and driving routine enquiries to lower cost channels

Having developed the ability to predict customer behaviour, the next challenge is to act upon it. This can be done using analytic technology vendors or using basic maths to calculate the best upsell offer for that customer.

Get Smart

Considering which channels to use in order to service customers at the lowest rate to the business is advisable. Whilst telephone agents can serve customers more cost effectively than on the road account managers, self-service multi-channels can serve them better still. Multi-channel shoppers will spend, on average, 15 to 30 per cent more than single channel shoppers.

However, providing service and sales over multiple channels is only the first step. The second is to link those channels together so that customers can move effortlessly from one to the other, or even use several to complete a single transaction. We call this omni-channel engagement, where multiple channels are integrated to deliver consistent and personalised customer experiences. Omni-channel shoppers out-spend multi-channel shoppers by a further 20 per cent.

Although there is a choice between implementing a single, multi and omni-channel sales model, it is evident that omni-channel is the most profitable and perhaps the most fitting in this day and age.

Trevor Harvey, Director of Planning at Saatchi & Saatichi considers developing an omni-channel strategy a necessity. He says: “If a company doesn’t [develop an omni-channel strategy] it will die. In today’s ‘participation economy’, a brand or business that deliberately chooses not to engage with its audience by their preferred methods of interaction chooses not to interact with them at all.”

The delivery of personal service, sales and account management across integrated voice and digital channels is, without question, the direction of travel for B2C organisations. On the basis that your customers expect you to deliver a ‘consumer-like’ experience, it surely has to be so for B2B organisations, too. It is a journey that won’t be achieved in a day but, in a world where customers have choice and the disposition to exercise it, it is one you must set out upon and the sooner the better.

For more information, please go to http://www.webhelp.com/uk/

Andy Doig
Andy Doig

Chief Operating Officer, Webhelp UK

Andy has been COO of Webhelp UK since 2009, responsible for ensuring delivery of superior value to our clients and a great experience to their customers.  

His extensive customer management experience is drawn from work in both B2B and B2C environments. Prior to joining Webhelp he headed up Sky’s Customer and Technical outsourced estate for three years and, before that, spent three years as Director of Strategic Accounts at ClientLogic (now Sitel) where he was responsible for managing strategic business relationships with key clients across operations in UK and India.

He joined ClientLogic after a long and successful career at BT, where he held a number of senior positions including Director Customer Service UK for BT Global Services.  He was also Head of Business Transformation for BT’s Small and Medium Enterprise division.


CXM Editorial Team

CXM Editorial Team

Published for all CX professionals, the digital Customer Experience Magazine is packed full of industry news, blogs, features, video bites and international stories all focusing on customer experience. CXM will help you learn what makes an outstanding customer experience that wins both awards and the hearts of customers. And sometimes we share some cool music as well.




Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.


CONTACT US

CALL US ANYTIME


UK Trademark UK00002648900

EUIPO Trademark 018131832

Contact Information

For article submissions:
Editor
Paul Ainsworth
paul@cxm.co.uk

For general inquiries, advertising and partnership information:
aleksandar@awardsinternational.com
Tel: 0207 1932 428

For Advertising and Guest/Sponsored posts:
jovana@cxm.co.uk

For Masterclass enquiries:
danilo@cxm.co.uk
Tel: +44 20 86386491

Customer Experience Magazine Limited
Company number: 12450532
International House, 24 Holborn Viaduct,
United Kingdom, London, England, EC1A 2BN

JOBS IN CUSTOMER SUPPORT

Find a job in customer support with Jobsora


Newsletter


male enhancement: natural way to increase libido viagra over the counter usa 2020 improving your sex life essential oils for low libido long and strong pills levitra dosage otc station vardenafil reviews girl measure dick 4 hour erection pump penis sustain an erection what size is a small dick will i ever have sex what size is a big penis big hardon when does your dick start to grow megaman testosterone truth about penis children erection whats the average girth of a penis testosterone shots for sale the average male pennis size cock growing pills what color is viagra sphere labs male enhancement do penis pumps help ed how to naturally increase libido black sex cartoons on demand male enhancement pills nugenix free testosterone tips for better eraction vigrx side effects penis enlargement surgery death male enhancement distributors naturally huge pills

vape: charger for vape pen bubbles uwell crown how to make weed oil for vape pen where does the nicotine in vape juice come from pipe vape pens e cigarette explodes in mans face best vape dry herb best squonk mod 2019 splash vape wyatt earp vape juice how to load a vape pen with oil ecig stands vaporizer store near me tobeco 25mm super tank ecig case ecig explodes teen ecig mod giveaway e cigarette australia legal hubba bubba vape juice smok fit review premium e cigarette coupons alien 220 watt vaping makes me poop does vaping lead to smoking illinois vaping laws 2018 water vapor cigarette brands how to clean ego aio e cigarette asthma recurve rda voopoo drag baby trio review smok mini beast i just changed my coil and it tastes burnt air 50 mod tfv8 big baby beast review spitback on voopoo rota vape ape kong 2

weight loss: medical weight loss cost kale weight loss weight loss success stories men which gut bacteria cause weight loss weight loss goal rewards body weight loss kraze xl weight loss oolong tea weight loss dr oz does orangetheory work for weight loss keto for weight loss six weeks weight loss trimcore diet pills aloe vera juice and weight loss jacked factory keto diet pills ashley bernard weight loss green vibrance weight loss rice diet weight loss results illegal weight loss pills uk jarvez hall weight loss cheap pills to lose weight fast vegetarian weight loss pills marie osmond weight loss nutrisystem best detox weight loss pills top 10 diets for quick weight loss quick weight loss no pills lasix pills to lose weight g weight loss pills keto pills kelly clarkson postpartum diet pills weight loss after chemo is alli diet pills safe how to lose weight with water pills mediterranean diet pills redotex diet pills for sale what is the best fat burning pill insulin diet pills

cbd oil: cbd flower cbd ocd reddit cbd oil gel caps buy cbd thc oil cbd oil best price best cbd topical for pain cbd oil for essential tremors cbd centro different cbd oils high grade cannabis oil how many mg of cbd should i take for anxiety prop 215 clones cbd pyramid scheme marijuana cbd vs hemp cbd cbd full spectrum wax leef cbd can you put cbd oil in a juul potent cbd oil cbd and arthritis foundation arthritis nerve pain cbd liver function cbd promo code marijuana cholesterol dental hospital melbourne cbd the meaning of effect siskiyou sungrown cbd pain management consumer reports oil additives what is a stem urban dictionary cbd or thc for anxiety can i bring cbd oil into canada cbd oil sexual side effects lair du temps powder cbd 2000mg clonazepam and cbd oil define cannabis oil