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When it comes to selecting a supplier of business services, unaided awareness of an organization and its capabilities is critical. Being top-of-mind is the first step in capturing and retaining business. After all, if your customers and prospects aren’t thinking about you they are probably not recommending you or considering you for additional services and solutions. Knowing this, we conducted an independent study to identify what drives engagement of customers working with businesses that are top-of-mind for them.
First, we learned that customer or client engagement varies significantly by role in the decision to select a particular provider.
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Decision-makers are most engaged, followed by influencers and last by the person who is interacting with the B2B provider on a daily basis.
Our research has shown that frequently more time and energy is expended during the sales process than during the engagement itself. Companies are committed to creating an emotional connection when securing the contract but once the account is “won” they cease to continue this degree of effort and focus. But what happens when your day-to-day contact becomes an influencer, if not a decision-maker? Failing to create engagement with all contacts in a client account may result in lost opportunities and business.
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On average, close to one in four B2B customers say they have experienced a problem with the products and/or services of their top of mind business partner. One in five of these never report the issue. This means that 20% of service failures are falling through the cracks and organizations are losing the opportunity to make things right. And when customers who experience a problem feel that it was handled well they are four times more engaged than customers whose problem was handled poorly.
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