Sunday, April 14, 2013

Judging Brand Values - B2B hires B2C Principles

You thought B2B and B2C are two different disciplines, but surprising study conducted by Temkin Group identifies leading practices that companies can use to establish client-centric relationships. It doesn't comes as a surprise since most of the time B2B seems to get inspired by B2C marketers and tactics does not have a lot different meaning whether applied to any of them.This is one area where B2B again gets inspired from B2C.

B2B hiring B2C principles

A whitepaper released by Temkin Group “Best Practices in B2B Customer Experience” finds that B2B hires B2C values in all four customer experiences in core competencies: purposeful leadership, compelling brand values, employee engagement and customer connectedness. And one of the most alarming gaps is found in developing compelling brand values where 37% of large B2C firms are rated as good or better, compared with only 24% of large B2B firms.

“Therefore consumer companies may get the mass of media coverage when it comes to customer experience, but there lies enormous opportunity in the B2B sector”, says Aimee Lucas, customer experience analyst of Temkin Group and the report’s lead author.

Scope of B2B marketing spread to 7 broad areas
  • Developing closed Loop Voice Of The Client (VoC Programs): Fostered by reliable flow of customer insights across the organization is critical to driving customer centric actions.
  • Using Journey maps to better Understand Clients’ Needs: To understand how clients see their experiences, B2B companies can use a tool called as customer journey mapping.  
  • Tap into Virtual Client Advisory: Client advisory board (CAB) provides the opportunity to acquire more insight into customer needs and expectations.
  • Account Level Experience Reporting: To acquire, retain and grow B2B relationships, account managers need to understand what’s working and not working for each other clients.
  • Insightful Business Development: B2B organizations that gather and use the right customer insights during this early stage will create a differentiated experience from the start of the relationship.
  • Collaborative Account Planning: By taking a structured collaborative approach to developing in-depth account plans, companies can tap into their enterprise knowledge.
  • Pro active Intervention and Support: B2B companies need to use customer insights and feedback from account managers to intervene in service experiences gone wrong as quickly as possible with well-defined, robust recovery procedures.
Thinking further barring the industries they serve mostly created brand values cater to both of their customers, and now if you have got the idea of get inspired and judge brand values.  

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