Carmen Beissner, CCO at Lemoncat

1. www.lemoncat.de
Extract of the talk
B2B Marketplace Conf
Customer Experience and
Operational Excellence in B2B
For more information please contact:
Carmen Beissner, CCO
carmen.beissner@lemoncat.de
+491723897642
linkedin.com/in/carmenbeissner

2. Strictly confidential, do not forward
RESPONSIBLE FOR THE TOTAL
RELATIONSHIP WITH
LEMONCAT’S CUSTOMERS AND
CUSTOMER CENTRIC
OPERATIONS
HOW?
PRODUCE HIGH QUALITY
EFFICIENTLY
2
CHIEF CUSTOMER OFFICER
LEMONCAT
Dedicated to People, Customers
& Tech. Awarded nationally and
internationally for Customer
Experience
Scout24 Group 2015 – 2017
VP Customer Operations
ELT Private Seller Segment
B2B, B2C
Delivery Hero 2011 – 2015
Director Global Customer Service
B2B, B2C
STRATO 2001 – 2011
Head of Customer Service
B2B, B2C
Mentor, helping with Operations

4. HOW DO CUSTOMERS / PARTNERS FEEL
Going through the journeys as often as possible. Everything speaks.

5. START WITH EVERY NEW
HIRE MAPPING THE
CUSTOMER JOURNEY
AND ORDER WITH
OFFLINE CATERERS
MONTHLY PRODUCT GO-
THROUGH, SPIN THE
WHEEL (YOUR STAFF
DOES NOT NEED YOUR
PRODUCT)
Strictly confidential, do not forward 5
CUSTOMER JOURNEY
From SERP, clicking Marketing ads, ordering through product,
contacting the service, to getting food or canceling an order …
-> THE EXPERIENCE
Focus on what’s most important. LEMONCAT: Tech x Catering x Care
😭 😊 😍 😍 😊😍 🤔

6. CX = PROCESSES WITH BENEFITS
First: Get anarchy under control

7. Strictly confidential, do not forward
GET ANARCHY UNDER CONTROL
AND START DOCUMENTATION
THIS HELPS TO SCALE
OPERATIONS
AND GUARANTEES QUALITY
7
PROCESS EXCELLENCE
5-step process
documentation
• Define your 20 core
processes
• Define process owners
• Document in a standard
format /don‘t forget
translation
• Review in internal audits
every 6 months
• Use them often (ex:
onboarding)

8. SATISFACTION – LOYALTY – RETENTION
What to measure

9. Strictly confidential, do not forward 9
PROBLEM WITH NPS
NPS BENCHMARK
DEPENDS ON INDUSTRY
GENERAL
0% GOOD
50% EXCELLENT
70% EXCEPTIONAL
B2C SOFTWARE
AVERAGE 30
BEST 54
B2B SOFTWARE
AVERAGE 20-30
BEST 46
Expectation B2B is lower but increases with consumerization of
customer expectations
Partner vs Customer scores are dependent on who pays the bill
Customers / partners who don’t answer, consider as detractors
Customer loyalty goes beyond this single question
Ask a more tailored question. LEMONCAT asks:
“If you could turn back time and you have to decide again,
would you again order with LEMONCAT?” Y/Nhttps://www.satmetrix.com
https://oroinc.com
https://npsbenchmarks.com
% PROMOTERS - % DETRACTORS
= NPS (NET PROMOTER SCORE)

10. Strictly confidential, do not forward
NOT EVERY CONTACT HAS
VALUE, FOR NOONE
AUTOMATION ENABLES
PRODUCTIVITY GROWTH
AND WILL FREE UP TIME TO
DO THINGS THAT ADD
VALUE FOR CUSTOMERS OR
PARTNERS
10
MEASURE DETAILS
SIMPLIFY INTENSIFY
ELIMINATE AUTOMATE
ROOT
CAUSE
ANALYSIS
Irritant Value
IrritantValue
TotheCompany
To the Customers
• Screening of contacts by
using 5 Why technique or
similar by Operations ppl.
• Use all contacts to learn
about your customers
• Build automation along
the way
• Continious improvement
(six sigma, etc)
• Use all automated and
eliminated contacts for
proactive calls or active
listening
5 steps to
excellence

11. USABILITY OF SERVICE AND METRICS
Being accessible, using consumer tactics

12. Strictly confidential, do not forward 12
CHANNELS
https://www.linkedin.com/feed/update/urn:li:activity:6520361507040030721
MORE CHANNELS =
MORE SALES
B2B SERVICE NEEDS
EXCELLENT SERVICE
LEVEL
90/20 CALL
90/6 MAIL
90/10 CHAT
90% FCR

13. WHAT GETS MEASURED
GETS BETTER
KNOWLEDGE & NOW
NO NEED FOR
COMPLICATED ORG
(GENERALIST VS
SPECIALIST)
Strictly confidential, do not forward 13
REPORTING

14. IF POSSIBLE KEEP
CORE SERVICE
INHOUSE
HANDLING TIME
IS QUITE
SIMILAR
ACROSS
INDUSTRIES
Strictly confidential, do not forward 14
REPORTING Customer
Experience &
Efficiency
• Net Promoter Score
• Customer Satisfaction
• Customer Effort Score
• First Contact Resolution
• Waiting Time
• Abandon Rate
• Contact Reasons
• CALC how many FTE you
need? (One Ops person
handles 1,000 contacts/m)
https://www.linkedin.com/feed/update/urn:li:activity:6524389151318507520
https://www.linkedin.com/feed/update/urn:li:activity:6521453363748446208
https://www.linkedin.com/feed/update/urn:li:activity:6520361507040030721

15. GREAT CUSTOMER
EXPERIENCE STARTS WITH
EMPLOYEE EXPERIENCE
15
LEMONCAT awarded best
Digital Customer Experience
2019 by CCW
Order catering LEMONCAT.de

16. Strictly confidential, do not forward 16
www.lemoncat.de
carmen.beissner@lemoncat.de