In the world of business-to-business (B2B) CX, understanding the differences between B2B and business-to-consumer (B2C) interactions is crucial. Recently, Bain & Company’s Rob Markey joined Martha Brooke, CCXP, and other members of CXPA’s B2B CX community for a discussion around the unique challenges faced when gathering feedback from B2B customers. Here are a few key takeaways from the conversation:
Differentiated Decision-Making Units: In B2B environments, decision-making units (DMUs) are more complex compared to B2C interactions. While consumers typically make purchase decisions and handle interactions with a company on their own, B2B transactions involve a larger group of individuals with varying roles. These roles may include executives, users, administrators, influencers, and approvers.
· Key Takeaway: B2B CX pros need to recognize and address the diverse needs and demands of each constituent group within the DMU. Gathering feedback from different individuals and treating it differently based on respondent roles can provide valuable insights for improving the customer experience.
Customizing Feedback and Analysis: To truly understand customer needs and improve the B2B CX, CX pros must adopt a tailored approach to feedback collection and analysis. Simply aggregating feedback into scores or averages may not provide an accurate picture of the diverse perspectives within a DMU, and may cause CX pros to lose sight of whose opinion matters most. Treating every response equally, regardless of the role or influence of the individual, can lead to misleading results.
· Key Takeaway: CX Pros should focus on individual respondents and their specific roles within the DMU. Analyzing feedback at both the individual and group levels enables discovery of nuanced insights and helps CX pros make informed improvements. By understanding the dimensions of the relationship with each individual, we can deliver more personalized experiences and identify areas for growth.
Relationship NPS and Ongoing Dialogue: Building strong relationships with B2B customers is paramount to success. Relationship Net Promoter Score (NPS) surveys provide a valuable tool for gauging customer loyalty and identifying areas for improvement. However, the true value lies in the ongoing dialogue that follows the survey.
· Key Takeaway: B2B CX pros should view the relationship survey as a starting point for engaging in meaningful conversations with their customers. Following up with respondents, addressing their concerns, and leveraging their feedback to enhance the relationship is critical. This dialogue serves as a platform to discuss specific issues, propose initiatives for improvement, and align the organization's goals with the client's needs.
CXPA Members can catch the full video replay in CXPA’s B2B CX Community. Not a CXPA member? Become one today.