Be realistic about how you define your CX success range – the range where your products and services comfortably add value to meet your prospects’ and clients’ needs and expectations. Create a great CX strategy that works in concert with brand equity programs, and you’ll build the loyalty you need.

1. Gail Syman Carson
Managing Director, Marketing &
Client Services at Fusion Marketing Partners
Customer Loyalty: CEO’s #1
Focus to Protect Revenue
This Year – Part 3
B2B Customer loyalty and
customer experience (CX)

2. The Path to Stabilizing, Generating,
and Predicting Revenue
…is through Customer Loyalty (CL).

3. Loyal customers are worth up to 10x as much as
their first purchase.

4. Your company will tap
into these kinds of
numbers by unlocking
the secrets of customer
loyalty.

5. One of these secrets
is customer
experience (CX).

6. In this four-part series, you’ll get a step-by-step guide to retaining
B2B customers and ensuring your business reaps the revenue and
benefits of customer loyalty.
Your Step-By-Step Guide
1 2 3 4
Unlocking the
secrets of
customer loyalty
Customer loyalty
– the secret
weapon in your
brand
B2B Customer
loyalty and
customer
experience (CX)
Three key
customer
loyalty metrics to
stabilize and
improve revenue

7. Customer-centric business models outperform the
competition in the marketplace and safeguard
their brand.
“Negative interactions cost brands big: it
takes an average of 12 positive
experiences to make up for one
unresolved negative experience.”

8. The fallacy with CX is that,
even if it is perfect, it can’t
guarantee loyalty.
How are CX and CL intertwined?

9. Here’s why:

10. There are a number of types of B2B
buyers experiencing your brand.
Develop a customer loyalty strategy
and messaging to handle a variety of
buyer personas.
Degrees of Loyalty

11. In reality, there are degrees of loyalty which
are manifested in buyer stereotypes.
Let’s explore these types:

12. Don’t think these buyers are loyal.
Hopefully, they’ll return to you once
they have made the rounds of the
competition.
If so, this is your true advocate and
will provide powerful insight into
your competitive advantage.
The Switching Buyer

13. These buyers are your bread
and butter.
Be their easy, go-to purchase
and keep them happy for the
long haul, you’ll secure and
protect your revenue stream.
The Habitual Buyer

14. These buyers may appear to be
a nemesis.
Gain deep and lasting rewards
from listening patiently and
making modifications based on
input.
But still assess the marginal
costs of chasing this buyer’s
‘perfect’ experience.
The Complaining Buyer

15. These buyers can be your
biggest trap.
Loyal buyers satisfied with their
CX, may make you overly
confident.
So, instead, listen to your
complaining and switching
buyers for new and impactful
ideas on building loyalty.
The Satisfied Buyer

16. Start with figuring out the most valuable “customer experience”
touchpoints in your company.
Understanding CX Touchpoints
Make sure every functional group can contribute to it in a
meaningful way, using solid data.

17. Leverage What You Learn
• Surveys
• Events
• Customer awards
• Customer appreciation events
• Surveys
Reviews …to gain your competitive
advantage.

18. Don’t get caught in this trap.
Be realistic about how you define your success range –
the range where your products and services comfortably add
value to meet your prospects’ and clients’ needs and
expectations.
Customer Experience Success Range
The many degrees of loyalty make it risky to chase CX
perfection when you’re dealing with customer
expectations.

19. Sometimes…client’s needs and
wants exceed what you can
deliver.
Sometimes…what you deliver is
not understood or appreciated
by the buyer.
Manage the expectations you create with your messaging
and brand and deliver what is valued so as to remain in
this success range.
The key:

20. Loyalty is built from
trust, credibility AND
good CX.

21. Aberdeen’s Omni-Channel study shows that 51% of firms
use at least eight channels.
B2B Buyer’s Journey –
Consistent and Customized
Customers and prospects now experience your
brand across an omni-channel journey.
But it’s difficult to control a consistent experience
among your prospects and customers.
Automation can help streamline this effort but the
most impactful and impressive communications are
always
relevant and meaningful.

22. CL is won or lost through a dance of art
and science, psychology and technology
– obviously a complicated and data-
driven response to a pressing business
need.
Create a great CX strategy that
works in concert with brand equity
programs, and you’ll build the
loyalty you need.

23. Next up in the CL focus?
1
2
3
4
• 3 Key
Metrics:
Retention,
Reviews,
Referrals
Read the complete blog: Customer Loyalty:
CEO’s #1 Focus to Protect Revenue this Year – Part 3
• CX
elements
to measure
• Metrics to guide
your CL strategy
Part 4
Check out Part1 and Part 2.

24. About Fusion Marketing Partners
We Do This:
❖ Brand building/messaging
❖ Website optimization
❖ Content creation
❖ Lead Generation
You Get This:
❖ Much greater levels of awareness
❖ Higher quantities of qualified leads
❖ Ability to generate faster revenue
Lots more information at:
http://FusionMarketingPartners.com/
http://Greatb2BMarketing.com (blog)
Gail Syman Carson,
Managing Director,
Marketing & Client Services
info@fusionmarketingpartners.com
719-357-6280