Lynn Hunsaker: B2B Customer Experience Maturity

Business-to-Business Customer Experience Strategy for 2016 & Beyond

Before you get carried away with patterning your business-to-business customer experience strategy on the latest shiny objects, here's a way to help you invest wisely. It's simple: Step 1 is to sketch out the phases of "What are our customers' processes for selecting, getting,...

B-to-B Customer Journey Maps: New Wisdom

Business-to-business customer experience managers have some advantages: mountains of customer comments on-hand, account managers who practically live with their customer contacts, and executives who want to see substantive improvements in customer experience. Use these factors to apply new wisdom to your customer experience...

Making Transformational Changes through B2B Customer Experience Management

“Employee engagement drives transformational changes that enable you to have quality in everything you do,” explained Carolyn Muise, Vice President of Total Customer Experience (TCE) at EMC. In our interview on the Customer Experience Optimization talk show, she continued: “We're shifting from reactive to...

Solving Complex Challenges through B2B Customer Experience

“We really want to make systemic and strategic changes that span the company, so we only tackle situations that our normal business-as-usual processes are not normally suited to tackle. Those tend to be situations that span multiple parts of the company, span multiple processes,...

Do Customers Experience Your Internal Collaboration — or Lack of It?

"Our clients helped us see that in some cases where we weren't collaborating, they would experience our lack of collaboration," said Senior Vice President of Insights & Client Experience at SunTrust Bank, Jeff VanDeVelde. Is your voice of the customer program letting you know...

Is Operations Involved in B2B Customer Experience?

How would you like to reduce customer churn by 27%, increase Net Promoter ScoreTM by 65%, and outperform competitors by 20% in sales, purchasing, ordering, installation, billing, service inquiry, maintenance and account management processes? This progress was achieved by engaging employees company-wide in coordinating...

Strategic Action on B2B Voice of the Customer

Strategic customer experience results require a strategic approach in the way we collect data and in the way we take action on it. Of all the strategies within a company, what has the potential to be more far-reaching and impactful than how we understand...

Using B2B VoC to Transform Customer Experience

Customer experience transformation is the top priority of business-to-business (B2B) companies that track customer survey data. That's according to a series of global B2B customer experience studies that I led. 80% of B2B companies said they track voice-of-the-customer (VoC) as a means to improve...

How to Increase Synergy in B2B Voice-of-the-Customer

If you’re looking for ways to gain more value from customer feedback, one of the best things you can do is banish silos. We all know the perils of data silos, organization silos, and so forth. Beyond that, consider the silos of various components...

Account Teams in B2B Customer Experience: Help Me Help You

A dedicated sales force plays a key role in business-to-business customer experience management (B2B CXM): the typical sales cycle ranges from three to twelve months, and 91% of participating companies in the ClearAction B2B CXM best practices study said they sell B2B products and...

B2B Customer Experience: Do This, Not That

Is business-to-business customer experience management (B2B CXM) a watered-down or a souped-up version of consumer experience management? Does the answer differ when the business you're selling to is a manufacturer versus a professional services company? Or when your company provides specialized industrial goods,...

Customer Experience ROI Opportunities in B2B Touchpoints

Are you accelerating repurchases through your customer experience touch-points with industrial customers? What's unique in business-to-business customer experience is the extensive interactions between the customer and supplier companies for a long time after the initial purchase. Like the touch-points we typically think about --...

B2B Voice-of-the-Customer: Integrating Decision Influencers’ Views

Picture this: in deciding whether to rebuy from your company, the customer’s general manager and purchasing agent are neutral, the end-users are supportive, the safety department gives their approval, but the facilities manager rejects it. Your company...

Understanding Business-to-Business Purchase Decisions

Does your business-to-business (B2B) customer survey portfolio monitor expectations of everyone who impacts buying decisions? If not, representative samples at the account level may not be representative at all when it comes to what really drives decisions...

Business-to-Business Customer Experience: What’s it Like?

What is it like to be a customer when both you and your suppliers are manufacturers? More than meets the eye. And a large percentage of the world’s gross domestic product comes from these customers. You’ll find them in industries such as...

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