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8 Customer Questions


Every CEO of a
B2B Company
  Should Be
Asking Himself.




     FUTURELAB
FUTURELAB
                                       Reality check

                                       Customer satisfaction will not
                                       provide you with extra profit or
                                       customer loyalty. After all, when
                                       did you last pay to be dissatisfied?

                                       As such, most customers that
                                       defect a business, were satisfied
                                       at their time of defection.


                                       How Futurelab can help

                                       We let you look beyond the
                                       satisfaction metrics and discover
                                       your customer’s real motivations.

                                       Once these are known, we assist
                                       in devising the strategies that drive
                                       loyalty and customer profit.


Question #1
Do you still measure “satisfaction”?
FUTURELAB




       0        1         2         3         4         5         6         7         8         9        10


    Reality check
    Not all customers are equally profitable. In fact, the customers who are the happiest with your services
    often make up most, if not all of your profits.

    How Futurelab can help
    We can show you which customers are most and least profitable for your business and devise strategies
    that maximises your profit by not treating all customers equal.


Question #2
Can you tell your most profitable customers from the money losers?
FUTURELAB

                                               Reality check

                                               B2B customers consist of many
                                               stakeholders which each play a
                                               part in the ultimate decision to
                                               (re)purchase .

                                               If you can’t align their different
                                               perspectives, your business
                                               could be at risk.

                                               How Futurelab can help

                                               We can help you understand the
                                               thinking of various individual
                                               stakeholders and help them
                                               develop a favourable perception
                                               of your business.




Question #3
Companies are multi-faceted. Do you think in people or in accounts?
FUTURELAB

                                               Reality check

                                               Most B2B companies only
                                               manage a fraction of their
                                               customer’s total experience.

                                               As a result they leave important
                                               steps in the customer decision
                                               process up to chance. If things
                                               go wrong, they slip up.

                                               How Futurelab can help

                                               We can help you map the
                                               complete customer experience
                                               and establish management
                                               methods & measures that allow
                                               your people to get it right at all
                                               moments of importance to your
                                               customer.



Question #4
Have you got an experience process in place?
FUTURELAB

                                            Reality check

                                            There is substantial evidence that
                                            B2B purchasing decision are at
                                            least 50% emotional.

                                            Companies which approach their
                                            clients with a purely rational
                                            business model, are therefore
                                            substantially undermining their
                                            chances of success.

                                            How Futurelab can help

                                            We can help you identify the
                                            emotional drivers that get your
                                            stakeholders to act. These allow
                                            us to assist your commercial
                                            teams to push all the right buttons.




Question #5
Do you approach your customers as humans or as robots?
FUTURELAB
                                                 Reality check

                                                 Customer profits are probably
                                                 the most important focus area
                                                 for any business. But most
                                                 departments are driven by
                                                 operational KPI’s which are not
                                                 customer-centric.

                                                 As a result they don’t really care
                                                 about customer profis. And
                                                 many opportunities go to waste.

                                                 How Futurelab can help

                                                 We can help align the KPI’s and
                                                 mindsets of the people in your
  FINANCE – OPERATIONS – SALES – MARKETING - …   organisation around the
                                                 customer. By getting everyone
                                                 to focus on the right actions and
                                                 behaviours, no profit opportunity
                                                 goes to waste.


Question #6
In how far do your people care about customer profit creation?
FUTURELAB

                                        Reality check

                                        Quality management has taught
                                        us to focus on fixing what our
                                        business is getting wrong.

                                        But the biggest leverage is often
                                        gained from expanding and
                                        amplifying the customer
                                        relationships you are already
                                        “getting right”.

                                        How Futurelab can help

                                        We can help you identify the
                                        unique strengths of your
                                        business (from a customer
                                        perspective), and leverage these
                                        for maximum profit in your
                                        business and in your industry.



Question #7
Do you really leverage all your wins?
FUTURELAB
                                           Reality check

                                           Most CEO’s carry the customer
                                           in their heart. But their ability to
                                           express this is often limited by
                                           the corporate straight-jacket of
                                           quarterly results, political
                                           balance and corporate legacy.

                                           As a result the employees never
                                           receive the leadership example
                                           they need to succeed.

                                           How Futurelab can help

                                           We can – privately – help you
                                           review the ways in which you
                                           can inspire your organisation to
                                           higher customer profits, all while
                                           remaining within the boundaries
                                           of your role as CEO.



Question #8
Are you truly a customer-centric leader?

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B2B 8 questions for ceo's

  • 1. 8 Customer Questions Every CEO of a B2B Company Should Be Asking Himself. FUTURELAB
  • 2. FUTURELAB Reality check Customer satisfaction will not provide you with extra profit or customer loyalty. After all, when did you last pay to be dissatisfied? As such, most customers that defect a business, were satisfied at their time of defection. How Futurelab can help We let you look beyond the satisfaction metrics and discover your customer’s real motivations. Once these are known, we assist in devising the strategies that drive loyalty and customer profit. Question #1 Do you still measure “satisfaction”?
  • 3. FUTURELAB 0 1 2 3 4 5 6 7 8 9 10 Reality check Not all customers are equally profitable. In fact, the customers who are the happiest with your services often make up most, if not all of your profits. How Futurelab can help We can show you which customers are most and least profitable for your business and devise strategies that maximises your profit by not treating all customers equal. Question #2 Can you tell your most profitable customers from the money losers?
  • 4. FUTURELAB Reality check B2B customers consist of many stakeholders which each play a part in the ultimate decision to (re)purchase . If you can’t align their different perspectives, your business could be at risk. How Futurelab can help We can help you understand the thinking of various individual stakeholders and help them develop a favourable perception of your business. Question #3 Companies are multi-faceted. Do you think in people or in accounts?
  • 5. FUTURELAB Reality check Most B2B companies only manage a fraction of their customer’s total experience. As a result they leave important steps in the customer decision process up to chance. If things go wrong, they slip up. How Futurelab can help We can help you map the complete customer experience and establish management methods & measures that allow your people to get it right at all moments of importance to your customer. Question #4 Have you got an experience process in place?
  • 6. FUTURELAB Reality check There is substantial evidence that B2B purchasing decision are at least 50% emotional. Companies which approach their clients with a purely rational business model, are therefore substantially undermining their chances of success. How Futurelab can help We can help you identify the emotional drivers that get your stakeholders to act. These allow us to assist your commercial teams to push all the right buttons. Question #5 Do you approach your customers as humans or as robots?
  • 7. FUTURELAB Reality check Customer profits are probably the most important focus area for any business. But most departments are driven by operational KPI’s which are not customer-centric. As a result they don’t really care about customer profis. And many opportunities go to waste. How Futurelab can help We can help align the KPI’s and mindsets of the people in your FINANCE – OPERATIONS – SALES – MARKETING - … organisation around the customer. By getting everyone to focus on the right actions and behaviours, no profit opportunity goes to waste. Question #6 In how far do your people care about customer profit creation?
  • 8. FUTURELAB Reality check Quality management has taught us to focus on fixing what our business is getting wrong. But the biggest leverage is often gained from expanding and amplifying the customer relationships you are already “getting right”. How Futurelab can help We can help you identify the unique strengths of your business (from a customer perspective), and leverage these for maximum profit in your business and in your industry. Question #7 Do you really leverage all your wins?
  • 9. FUTURELAB Reality check Most CEO’s carry the customer in their heart. But their ability to express this is often limited by the corporate straight-jacket of quarterly results, political balance and corporate legacy. As a result the employees never receive the leadership example they need to succeed. How Futurelab can help We can – privately – help you review the ways in which you can inspire your organisation to higher customer profits, all while remaining within the boundaries of your role as CEO. Question #8 Are you truly a customer-centric leader?