Thinking like a customer for B2B success

Thinking like a customer
for B2B success
© 2010 Matizmo Ltd.

Introduction
One of the key pieces of advice that any company start-up manual
will give you is “ensure you research your market
before starting your business”.

Introduction
One of the key pieces of advice that any company start-up manual
will give you is “ensure you research your market
before starting your business”.
As a result, many companies start oﬀ their business life
with great customer insight and understanding.

Introduction
The startling truth is that
many companies do not
do much beyond that ﬁrst
ﬂurry of research, even
years after inception.

Introduction
The startling truth is that
many companies do not
do much beyond that ﬁrst
ﬂurry of research, even
years after inception.
Remember the old
adage “Customer
knows best”? It
still rings true today.

Introduction
To continue to run a successful B2B company, you still need
to be aware of your customer opinion.

Introduction
To continue to run a successful B2B company, you still need
to be aware of your customer opinion.
Full end-to-end research on your customer process costs money,
but by developing the habit of thinking like a customer you can
gain valuable insight into your organisation. Here
are some cost eﬀective ways to do this.

Have you ever seen what your
customer experience is like?
Mystery
shopping.

Mystery
shopping.
You can either employ a
company to do this for you

Mystery
shopping.
Get a friend to do it

Mystery
shopping.
Or take on the persona
of a new customer
yourself and put your sales and
marketing processes to the test.Get a friend to do it

Mystery
shopping.
Even small things like;
• Phone hold time

Mystery
shopping.
• Phone hold time
• How quickly sales literature is sent to you

Mystery
shopping.
• Phone hold time
• How easy it is to navigate your site

Mystery
shopping.
• Phone hold time
• How exuberant your sales people are

Mystery
shopping.
• Phone hold time
• How exuberant your sales people are
They can have a big impact on a customers’ decision to buy.

Mystery
shopping.
Before embarking on a
mystery shop decide what
aspect of your customer
experience you want to test.

Mystery
shopping.
Before embarking on a
mystery shop decide what
aspect of your customer
experience you want to test.
This gives you
an idea of what
to look for.

We are all customers at some point in the chain.
Look at how your own
B2B suppliers treat you.

By examining what
other B2B companies
are doing, you can
learn valuable lessons.

By examining what
other B2B companies
are doing, you can
learn valuable lessons.
Employ in your
organisation what they do
well and learn from what
they don’t do so well.

Mine your current and lapsed
clients for information.
Nothing says “I care about what I am doing” than a
personal phone call to discuss experience of customer service.

Nothing says “I care about what I am doing” than a
personal phone call to discuss experience of customer service.
You can learn a lot about what you are doing right and wrong
by speaking to clients, and sadly even more when
talking to ex-clients.

Again, preparation is everything,
by asking a set of well thought out
questionsyou can get to the nub of why
they bought, and why they stopped buying.

Experience your
competitors.
In order to have a rounded picture of your
marketplace

Experience your
competitors.
In order to have a rounded picture of your
marketplace
You have to know not only what is attracting clients
but also what is detracting clients
both to you and your competitors.

Experience your
competitors.
Examine the diﬀerences.
Is it price?

Experience your
competitors.
Is it location?Is it price?

Experience your
competitors.
Is it product?

Experience your
competitors.
Is it their approach?Is it product?

Experience your
competitors.
This information allows you to adjust your approach to ensure
that potential clients aren’t going to your competitors needlessly.
Is it their approach?Is it product?

Summary
No business wants to feel they have lost touch with their
customers and the needs of their market.

Summary
No business wants to feel they have lost touch with their
customers and the needs of their market.
Thinking like a B2B customer and doing exercises
such as these on an ongoing basis ensures that
your view of the market place is up to date.

Summary
In a time of economic pressures
keeping ahead of the game
by any method is still ahead of
the game.

Matizmo Ltd
Call: +44 (0) 1285 643180
Visit: www.matizmo.co.uk
Email: info@matizmo.co.uk
6–8 Dyer Street
Cirencester
Gloucestershire
GL7 2PF

Thinking like a customer for B2B success

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