1. Is It Possible To Have High Levels Of
Engagement With B2B Customers?
Matthew Powell
Research Director
B2B International
BIG MRS CPS Conference
2nd July 2015

2. 22
Joshie The Giraffe

3. 33
Joshie’s Adventure

4. 44

5. 55
But What About B2B?

6. 66
We Have More Of An Emotional Connection With The
Brands We Work With
% Customers With Emotional Connection:
B2BB2C

7. 77
The Number Of Perceived Risks Attached To A
Decision Strengthens The Emotional Connection

8. 88
What Drives High
Engagement In B2B
Markets?

9. 99
Five Groupings Of Issues
People issues
Perception
issues
Product / service
issues
Website /
support portals
Finance / billing Hygiene factors
Low engagement
Delight factors
High engagement

10. 1010
People Issues Make Or Break Engagement
People issues
Perception
issues
Product / service
issues
Website /
support portals
Finance / billing
• Ease of doing business
• Responsiveness of staff
• Resolution of problems
• Understanding my needs
• Professionalism
• Keeping promises and
commitments

11. 1111
People issues
Product / service
issues
Website /
support portals
Finance / billing
Perception Issues Can Have A Big Sway On
Engagement
Perception
issues
• Product quality
• Offering value for money
• Brand & reputation
• Innovation

12. 1212
People Deliver The
Wow! Moments
Empower staff
+
Give them the tools they need

13. 1313
Ensuring Consistency Of Experience Is Key

14. 1414
Strategy vs Execution
Companies that excel at customer engagement in b2b
markets are able to set the right strategy, but are also able
to execute this strategy effectively.
Execution:
• Strategy is evident at every customer
interaction
• Staff empowered and tooled
• Customer experience is totally
consistent (and no customers fall in-
between silos)
• Processes and programme in place to
measure customer experience
• Make improvements based on
feedback & suggestions
Strategy:
• Top-down buy-in
• Clear goals
• Customer promise
• Everyone knows their role
• The customer is at the centre
of all decisions

15. 1515
Focusing On Customer Experience In B2B Markets
Three Typologies
Source: “B2B customer experience: Start ‘playing to win’ and stop ‘playing not to lose’;
Accenture; Jan14

16. 1616
Focusing On Customer Experience In B2B Markets
Three Typologies
Source: “B2B customer experience: Start ‘playing to win’ and stop ‘playing not to lose’;
Accenture; Jan14
Masters ‘ playing to win’
- 24% of b2b companies
Strivers ‘playing to not
lose’ - 48% of b2b
companies
Laggards ‘not even in
the game’ - 28% of b2b
companies

17. 1717

18. 1818
In Summary: Customer Engagement
High customer engagement
in b2b markets…
Consistently high customer
engagement in b2b markets… ?

19. 1919
• Personal relationships
have the biggest sway on
customer engagement
• Ensure staff are
passionate about what
they do, and are
empowered
• Ensure consistency of
experience to drive
highest engagement
• All underpinned by a
customer centric CX
strategy
Relationship
Staff Consistency
In Summary: Customer Engagement
CX Strategy

20. M A N C H E S T E R L O N D O N N E W Y O R K C H I C A G O D U S S E L D O R F B E I J I N G S H A N G H A I
B2B International
Euston Tower – Floor 33
286 Euston Road, London, NW1 3DP
Tel: +44 (0) 203 463 8750
Fax: +44 (0) 203 463 8753
E-mail: info@b2binternational.com
Website: www.b2binternational.com
Thank you for listening