How to measure a B2B customer experience? The case of Viveros GIP
Posted: Mon Dec 09, 2024 4:59 am
B2B Customer Experiences are measured using Voice of the Customer (VOC) data that tells us about the satisfaction and ease that customers feel at key touchpoints in the B2B Experience they are experiencing. Before, during and after the first purchase.
It is important to keep in mind that any B2B Customer Experience is Omnichannel, combining contact points (brand, product and people) between digital and physical channels.
On the other hand, in industrial or B2B customer experiences, the consideration phase (increasingly digital) and the post-sale phase are especially relevant.
Measuring B2B Customer Experiences nigeria phone number resource helps ensure, almost in real time, that the experience your B2B customer is experiencing is consistent, simple, and meets their expectations.
On the other hand, measuring the B2B customer experience is important to work with the entire organization on a Customer-Centric idea, thus breaking down the classic departmental silos of Industrial and B2B companies.
The purpose of this week's article is to share with you a case/example of how a customer experience could be measured and implemented in B2B environments.
Contents hide
1. Preliminary steps to measure a B2B customer experience
2. An Example of How to Measure a B2B Customer Experience: GIP Nurseries
2.1. Identify the most important moments for the customer, before, during and after the first purchase
2.2. Find easy and meaningful KPIs
2.3. Methodology for measuring B2B customer experience
2.4. Consistency in its capture, comparison, analysis and improvement
Preliminary steps to measure a B2B customer experience
The only previous step to measure a B2B customer experience is to build a B2B Customer Experience first and thus begin to align the ENTIRE organization on it.
As we will see in the example of Viveros GIP, deciding from the beginning which will be our priority customer segment(s), on which we will develop that experience, is essential.
Afterwards, we must know them and investigate them very well. Knowing their problems, understanding their Customer Journey , expectations and channels basically. Creating representative archetypes called Buyer Persona.
Once these Buyer Personas have been developed by segment, they must be assimilated throughout the organization.
The objective is to give a Customer-Centric sense to any department or person who does not work directly in front of the client.
We thus arrive at the most artistic moment: mapping and understanding the steps that the client or Buyer Persona takes in their way of solving problems and contacting your brand, product or people.
Understanding which moments are the most important for him, as we will see in the example, too.
We finally have a picture of reality. Now we design an experience that is “desired” by the reality.
Up to this point everything sounds very linear and even simple, but the reality is that we have only just begun.
Getting results requires a methodology for measuring and making specific decisions.
Therefore, designing a good Customer VoC (VOC) system should be the next step.
An example of how to measure a B2B Customer
It is important to keep in mind that any B2B Customer Experience is Omnichannel, combining contact points (brand, product and people) between digital and physical channels.
On the other hand, in industrial or B2B customer experiences, the consideration phase (increasingly digital) and the post-sale phase are especially relevant.
Measuring B2B Customer Experiences nigeria phone number resource helps ensure, almost in real time, that the experience your B2B customer is experiencing is consistent, simple, and meets their expectations.
On the other hand, measuring the B2B customer experience is important to work with the entire organization on a Customer-Centric idea, thus breaking down the classic departmental silos of Industrial and B2B companies.
The purpose of this week's article is to share with you a case/example of how a customer experience could be measured and implemented in B2B environments.
Contents hide
1. Preliminary steps to measure a B2B customer experience
2. An Example of How to Measure a B2B Customer Experience: GIP Nurseries
2.1. Identify the most important moments for the customer, before, during and after the first purchase
2.2. Find easy and meaningful KPIs
2.3. Methodology for measuring B2B customer experience
2.4. Consistency in its capture, comparison, analysis and improvement
Preliminary steps to measure a B2B customer experience
The only previous step to measure a B2B customer experience is to build a B2B Customer Experience first and thus begin to align the ENTIRE organization on it.
As we will see in the example of Viveros GIP, deciding from the beginning which will be our priority customer segment(s), on which we will develop that experience, is essential.
Afterwards, we must know them and investigate them very well. Knowing their problems, understanding their Customer Journey , expectations and channels basically. Creating representative archetypes called Buyer Persona.
Once these Buyer Personas have been developed by segment, they must be assimilated throughout the organization.
The objective is to give a Customer-Centric sense to any department or person who does not work directly in front of the client.
We thus arrive at the most artistic moment: mapping and understanding the steps that the client or Buyer Persona takes in their way of solving problems and contacting your brand, product or people.
Understanding which moments are the most important for him, as we will see in the example, too.
We finally have a picture of reality. Now we design an experience that is “desired” by the reality.
Up to this point everything sounds very linear and even simple, but the reality is that we have only just begun.
Getting results requires a methodology for measuring and making specific decisions.
Therefore, designing a good Customer VoC (VOC) system should be the next step.
An example of how to measure a B2B Customer