Thinking like a customer
for B2B success
© 2010 Matizmo Ltd.
Introduction
© 2010 Matizmo Ltd.
One of the key pieces of advice that any company start-up manual
will give you is “ensure...
Introduction
© 2010 Matizmo Ltd.
One of the key pieces of advice that any company start-up manual
will give you is “ensure...
Introduction
© 2010 Matizmo Ltd.
The startling truth is that
many companies do not
do much beyond that first
flurry of resea...
Introduction
© 2010 Matizmo Ltd.
The startling truth is that
many companies do not
do much beyond that first
flurry of resea...
Introduction
© 2010 Matizmo Ltd.
To continue to run a successful B2B company, you still need
to be aware of your customer ...
Introduction
© 2010 Matizmo Ltd.
To continue to run a successful B2B company, you still need
to be aware of your customer ...
© 2010 Matizmo Ltd.
Have you ever seen what your
customer experience is like?
Mystery
shopping.
© 2010 Matizmo Ltd.
Have you ever seen what your
customer experience is like?
Mystery
shopping.
You can either employ a
co...
© 2010 Matizmo Ltd.
Have you ever seen what your
customer experience is like?
Mystery
shopping.
You can either employ a
co...
© 2010 Matizmo Ltd.
Have you ever seen what your
customer experience is like?
Mystery
shopping.
You can either employ a
co...
© 2010 Matizmo Ltd.
Mystery
shopping.
Even small things like;
• Phone hold time
© 2010 Matizmo Ltd.
Mystery
shopping.
Even small things like;
• Phone hold time
• How quickly sales literature is sent to ...
© 2010 Matizmo Ltd.
Mystery
shopping.
Even small things like;
• Phone hold time
• How quickly sales literature is sent to ...
© 2010 Matizmo Ltd.
Mystery
shopping.
Even small things like;
• Phone hold time
• How quickly sales literature is sent to ...
© 2010 Matizmo Ltd.
Mystery
shopping.
Even small things like;
• Phone hold time
• How quickly sales literature is sent to ...
© 2010 Matizmo Ltd.
Mystery
shopping.
Before embarking on a
mystery shop decide what
aspect of your customer
experience yo...
© 2010 Matizmo Ltd.
Mystery
shopping.
Before embarking on a
mystery shop decide what
aspect of your customer
experience yo...
We are all customers at some point in the chain.
Look at how your own
B2B suppliers treat you.
© 2010 Matizmo Ltd.
We are all customers at some point in the chain.
Look at how your own
B2B suppliers treat you.
© 2010 Matizmo Ltd.
By exam...
We are all customers at some point in the chain.
Look at how your own
B2B suppliers treat you.
© 2010 Matizmo Ltd.
By exam...
© 2010 Matizmo Ltd.
Mine your current and lapsed
clients for information.
Nothing says “I care about what I am doing” than...
© 2010 Matizmo Ltd.
Mine your current and lapsed
clients for information.
Nothing says “I care about what I am doing” than...
© 2010 Matizmo Ltd.
Mine your current and lapsed
clients for information.
Again, preparation is everything,
by asking a se...
© 2010 Matizmo Ltd.
Experience your
competitors.
In order to have a rounded picture of your
marketplace
© 2010 Matizmo Ltd.
Experience your
competitors.
In order to have a rounded picture of your
marketplace
You have to know n...
© 2010 Matizmo Ltd.
Experience your
competitors.
Examine the differences.
Is it price?
© 2010 Matizmo Ltd.
Experience your
competitors.
Examine the differences.
Is it location?Is it price?
© 2010 Matizmo Ltd.
Experience your
competitors.
Examine the differences.
Is it product?
Is it location?Is it price?
© 2010 Matizmo Ltd.
Experience your
competitors.
Examine the differences.
Is it their approach?Is it product?
Is it locatio...
© 2010 Matizmo Ltd.
Experience your
competitors.
Examine the differences.
This information allows you to adjust your approa...
Summary
No business wants to feel they have lost touch with their
customers and the needs of their market.
© 2010 Matizmo ...
Summary
No business wants to feel they have lost touch with their
customers and the needs of their market.
© 2010 Matizmo ...
Summary
In a time of economic pressures
keeping ahead of the game
by any method is still ahead of
the game.
© 2010 Matizmo...
Matizmo Ltd
Call: +44 (0) 1285 643180
Visit: www.matizmo.co.uk
Email: info@matizmo.co.uk
6–8 Dyer Street
Cirencester
Glouc...
Upcoming SlideShare
Loading in …5
×

Thinking like a customer for B2B success

743 views

Published on

You know what your customer wants... right? Well you may think you do, but how much do you really know? This presentation gives some practical tips so you can see what your customer really thinks.

  • Be the first to comment

Thinking like a customer for B2B success

  1. 1. Thinking like a customer for B2B success © 2010 Matizmo Ltd.
  2. 2. Introduction © 2010 Matizmo Ltd. One of the key pieces of advice that any company start-up manual will give you is “ensure you research your market before starting your business”.
  3. 3. Introduction © 2010 Matizmo Ltd. One of the key pieces of advice that any company start-up manual will give you is “ensure you research your market before starting your business”. As a result, many companies start off their business life with great customer insight and understanding.
  4. 4. Introduction © 2010 Matizmo Ltd. The startling truth is that many companies do not do much beyond that first flurry of research, even years after inception.
  5. 5. Introduction © 2010 Matizmo Ltd. The startling truth is that many companies do not do much beyond that first flurry of research, even years after inception. Remember the old adage “Customer knows best”? It still rings true today.
  6. 6. Introduction © 2010 Matizmo Ltd. To continue to run a successful B2B company, you still need to be aware of your customer opinion.
  7. 7. Introduction © 2010 Matizmo Ltd. To continue to run a successful B2B company, you still need to be aware of your customer opinion. Full end-to-end research on your customer process costs money, but by developing the habit of thinking like a customer you can gain valuable insight into your organisation. Here are some cost effective ways to do this.
  8. 8. © 2010 Matizmo Ltd. Have you ever seen what your customer experience is like? Mystery shopping.
  9. 9. © 2010 Matizmo Ltd. Have you ever seen what your customer experience is like? Mystery shopping. You can either employ a company to do this for you
  10. 10. © 2010 Matizmo Ltd. Have you ever seen what your customer experience is like? Mystery shopping. You can either employ a company to do this for you Get a friend to do it
  11. 11. © 2010 Matizmo Ltd. Have you ever seen what your customer experience is like? Mystery shopping. You can either employ a company to do this for you Or take on the persona of a new customer yourself and put your sales and marketing processes to the test.Get a friend to do it
  12. 12. © 2010 Matizmo Ltd. Mystery shopping. Even small things like; • Phone hold time
  13. 13. © 2010 Matizmo Ltd. Mystery shopping. Even small things like; • Phone hold time • How quickly sales literature is sent to you
  14. 14. © 2010 Matizmo Ltd. Mystery shopping. Even small things like; • Phone hold time • How quickly sales literature is sent to you • How easy it is to navigate your site
  15. 15. © 2010 Matizmo Ltd. Mystery shopping. Even small things like; • Phone hold time • How quickly sales literature is sent to you • How easy it is to navigate your site • How exuberant your sales people are
  16. 16. © 2010 Matizmo Ltd. Mystery shopping. Even small things like; • Phone hold time • How quickly sales literature is sent to you • How easy it is to navigate your site • How exuberant your sales people are They can have a big impact on a customers’ decision to buy.
  17. 17. © 2010 Matizmo Ltd. Mystery shopping. Before embarking on a mystery shop decide what aspect of your customer experience you want to test.
  18. 18. © 2010 Matizmo Ltd. Mystery shopping. Before embarking on a mystery shop decide what aspect of your customer experience you want to test. This gives you an idea of what to look for.
  19. 19. We are all customers at some point in the chain. Look at how your own B2B suppliers treat you. © 2010 Matizmo Ltd.
  20. 20. We are all customers at some point in the chain. Look at how your own B2B suppliers treat you. © 2010 Matizmo Ltd. By examining what other B2B companies are doing, you can learn valuable lessons.
  21. 21. We are all customers at some point in the chain. Look at how your own B2B suppliers treat you. © 2010 Matizmo Ltd. By examining what other B2B companies are doing, you can learn valuable lessons. Employ in your organisation what they do well and learn from what they don’t do so well.
  22. 22. © 2010 Matizmo Ltd. Mine your current and lapsed clients for information. Nothing says “I care about what I am doing” than a personal phone call to discuss experience of customer service.
  23. 23. © 2010 Matizmo Ltd. Mine your current and lapsed clients for information. Nothing says “I care about what I am doing” than a personal phone call to discuss experience of customer service. You can learn a lot about what you are doing right and wrong by speaking to clients, and sadly even more when talking to ex-clients.
  24. 24. © 2010 Matizmo Ltd. Mine your current and lapsed clients for information. Again, preparation is everything, by asking a set of well thought out questionsyou can get to the nub of why they bought, and why they stopped buying.
  25. 25. © 2010 Matizmo Ltd. Experience your competitors. In order to have a rounded picture of your marketplace
  26. 26. © 2010 Matizmo Ltd. Experience your competitors. In order to have a rounded picture of your marketplace You have to know not only what is attracting clients but also what is detracting clients both to you and your competitors.
  27. 27. © 2010 Matizmo Ltd. Experience your competitors. Examine the differences. Is it price?
  28. 28. © 2010 Matizmo Ltd. Experience your competitors. Examine the differences. Is it location?Is it price?
  29. 29. © 2010 Matizmo Ltd. Experience your competitors. Examine the differences. Is it product? Is it location?Is it price?
  30. 30. © 2010 Matizmo Ltd. Experience your competitors. Examine the differences. Is it their approach?Is it product? Is it location?Is it price?
  31. 31. © 2010 Matizmo Ltd. Experience your competitors. Examine the differences. This information allows you to adjust your approach to ensure that potential clients aren’t going to your competitors needlessly. Is it their approach?Is it product? Is it location?Is it price?
  32. 32. Summary No business wants to feel they have lost touch with their customers and the needs of their market. © 2010 Matizmo Ltd.
  33. 33. Summary No business wants to feel they have lost touch with their customers and the needs of their market. © 2010 Matizmo Ltd. Thinking like a B2B customer and doing exercises such as these on an ongoing basis ensures that your view of the market place is up to date.
  34. 34. Summary In a time of economic pressures keeping ahead of the game by any method is still ahead of the game. © 2010 Matizmo Ltd.
  35. 35. Matizmo Ltd Call: +44 (0) 1285 643180 Visit: www.matizmo.co.uk Email: info@matizmo.co.uk 6–8 Dyer Street Cirencester Gloucestershire GL7 2PF

×