On-demand webinar: How to create a great B2B customer experience
Tony Hughes talks about the first steps to take in order to improve B2B customer experience
Telstra Wholesale brought together experts in customer experience (CX) to discuss a key industry issue:
"What does a brilliant business-to-business customer experience look like for tech and telco companies in this digital age, and how can you create it?"
The discussion, led by Wholesale's Executive, Products, Commercials & Agreements Jules Scarlett, with guests Tony Hughes, a CX author and lecturer, and DXC Technology's digital lead for the Public Sector in ANZ, Dana Gambrill, was recorded as a webinar which you can watch here.
Meanwhile, here are some key sound bites from the discussion.
"CX is the science and art of putting the customer at the heart of everything we are doing so we can support their entire buyers' journey. How do we create that experience in such a way as our customers are emotionally connected to us?
"Customers today have three unrealistic expectations. They expect us to know them, to tailor our service to them, and they expect us to be mind-readers and to predict what they are going to need. We have no chance of creating a great CX unless we blend together people; channels and technology."
"The public sector is focussed on providing services to citizens in the way they want to consume them. It's different across all the demographics and that's a problem everyone is grapping with."
"Gartner and Corporate Executive Board surveyed 5000 people making key buying decisions and found that it was the degree to which a business provided insights, reframed a customers' thinking and educated a customer on what they required that made them the emotional favourite."
The Benefit of thinking B2B2C
"One of the interesting changes we have seen is how much the customer researches us before they even get to what we have traditionally considered the 'sales cycle'. We have to be doing so much more at the very beginning of the buyer's experience."
"In the public sector we are seeing the importance of customer experience - or 'citizen experience' higher than it ever has been."
"(In the wholesale environment) there is magic if we can think "B2B2C". It is transformational if we think: "What can we do for our customers' - and their customers - to help them achieve what they want to, in their world."
"Gartner predicts that by 2020 85% of B2B transcting will happen without human intervention. So if we are using people to help customers transact because our systsems are not very good, that is not a sustainable model. We must help people self-service."
"There are three rules for delivering great CX - and they are all culture! In those organisations where the culture is about putting the customer at the centre, and they have a top-down approach to CX, we are seeing huge steps forward."
"Doing CX well drives revenue, profit, makes staff happier and drives cost out of the organisation."
