For our latest free guide,
How to monitor and measure customer experience
, we asked our experts for their advice on the first step a B2B company should take when looking to establish a CX programme where one doesn’t currently exist. This is what they told us.
Paul Hague, author,
B2B Customer Experience: A practical guide to delivering exceptional CX
“At a very simple level, saying thank you is the best way to build CX. Every time a customer does business they have choice, and I think an awful lot of customers are taken for granted in the B2B market. The point about a genuine thank you is if you really do say, and appreciate, it from the heart, you’ll excel at CX because it is genuinely important to you.”
Ali Rayl, VP customer experience, Slack
“Invest in employees. If you invest in training, knowledge and tools – everything to support a customer – you give staff the autonomy to do the best job they can possibly do. If you have a team of people who love their jobs, and will do everything they can to help customers feel that. Invest in your people and your team, give them autonomy and resources, and trust them to do good things for your customers.”
Nicole Zimmermann, head of customer and marketing global payments, Western Union
“Capture the information about the customer needs and voice of the customer. In every company there a tonne of information available, either through the people servicing the customers or the data collected. Understand what information you have available about your customers, what your customers are actually telling you and document that. This will show you how good a job you are doing servicing them, and from there you can build it out.”
Chris Adlard, experienced CX and marketing leader
“Companies embarking on a customer experience transformation may not know where to even start. Arguably the best place is with your customers. Ask them what is really happening, find out what their journey with you looks like. Run a series of focus groups with them and really understand which areas to address first.”
Martin Häring, CMO, Finastra
“Without board attention every CX programme will fail. It has to come from the top. Base it on data you accumulate to show what a bad customer experience will influence, and how revenue and pipelines are shrinking because you’re not delivering that experience.”
How to measure and monitor CX
Download this free, practical guide to discover how to track customer experience efforts within your organisation – and how to improve it.
