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KEYNOTE
CHICAGO, IL ~ MAY 22 - 23, 2024
DIGIMARCONMIDWEST.COM | #DigiMarConMidwest
Crafting Seamless B2B
Customer Journeys: Strategies
for Exceptional Experiences
Lauren Nagys
DIRECTOR OF MARKETING
SMALLEY
C R A F T I N G S E A M L E S S
B 2 B C U S T O M E R
J O U R N E Y S :
S T R A T E G I E S F O R
E X C E P T I O N A L E X P E R I E N C E S
Lauren Nagys
Director of Marketing, Smalley
A G E N D A
3
PREPARE BUILD DELIGHT EDUCATE &
EXPAND
T O P 3 TA K E A W AY S
1. Identify your customer journey and growth
areas
2. Build a three-step customer experience strategy
Prepare->Build->Delight
3. Put your CX data to use and drive action
4
S T O RY T I M E
S T E P 1 :
P R E PA R E
Define your strategy and
choose your champions
W H AT I S A C X S T R AT E G Y ?
7
CX
Customer
Service
All Interactions
+
All Channels
+
All Support Teams
+
All Time
= Customer Experience
Crucial Part of
Service and
Support
= Customer
Service
W H AT ' S T H E D I F F E R E N C E ?
8
B2B
• Focuses on the brand
• Targeting companies
o1 to many
• Less personas
B2C
• Focuses on the consumer
• Targeting niche groups + masses
o1 to many AND 1:1
• More personas
H O W C A N C X H E L P
Y O U R O R G A N I Z AT I O N ?
9
1.Increase loyalty
2.Increase retention
3.Increase revenue
4.Increase engagement
5.Decrease churn
W H O D O Y O U N E E D B Y Y O U R S I D E ?
10
Sales CS
BD Executives
W H E N I S T H E
R I G H T T I M E T O
S TA R T ?
11
S T E P 2 : B U I L D
Identify your resources
and get started
13
S H O R T T E R M A N D L O N G T E R M
Credit: Rebel Bailey
Where are you in the 5-stages
of CX maturity?
(Be honest)
14
B U I L D Y O U R J O U R N E Y
1. Advocates assemble!
2. Discover and document each touchpoint.
3. Plot touchpoints in the buyer phase.
15
S Y S T E M , D ATA & P R O C E S S
" M E T R I C S "
O U R
FAV O R I T E
W O R D
16
Company Performance
Industry Standard
Metrics
Create a Survey that Measures:
17
I N C E N T I V I Z E A N D L O C A L I Z E
SurveyMonkey found that
giving respondents direct monetary
compensation can increase survey response
rates by as much as 50%!
S T E P 3 : D E L I G H T
Continue the success and
grow the CX program
19
U S E T H E V O C D ATA T O :
• Uncover content ideas
• Identify service channel improvements
oEcommerce & Website
oDistribution Partners / Resellers
• Re-evaluate Customer Value Proposition (CVP)
L O YA LT Y P R O G R A M S
• Want to increase customer advocacy? -->loyalty program
• Take ideas from programs that you love.
• See what your competitors are offering.
20
T I P # 1
21
Involve the Sales team during
the building phase of your
loyalty program.
22
N E X T L E V E L M E T R I C S
• Develop a dashboard that tracks correlation to your
company performance metrics.
• Monitor, analyze and distribute
23
O U T S I D E P E R S P E C T I V E
• Consider third-party expert to understand entire customer
base.
• Collect and monitor CX scores of your competitors.
oPrivately held? Look at others in your industry.
E D U C AT E &
E X PA N D
Focus on the "delighters"
T I P # 2
Send CX metrics to all of the
key people in your organization.
25
26
C U LT U R E O F S E R V I C E
✓ You documented your customer journey.
✓ You are regularly capturing VOC.
✓ You are using the data to improve your service level.
What's Next?
Integrate service into all aspects of your business!
27
R E C O G N I Z E T H E " D E L I G H T E R S "
• Track and celebrate improvements.
• Recognize the internal people doing the delight.
T R A I N A N D
I M P R O V E
28
Low performing areas are the
best topics for employee
training
Develop training in-house or
outsource
Track training program and
correlation to survey scores
29
Y E S , A N O T H E R C O M M I T T E E
• Don't think that you have to do all of this alone.
• Leverage your resources and grow the service culture
together.
• Marketing is a critical part of the journey so always have a
member involved.
I ' V E G O T 9 9 P R O B L E M S
B U T N P S A I N ' T O N E
30
F I N A L T I P S
&
T A K E A W AY S
Salesforce State of Service - Trends
Report
• B2B CX is 1 to many.
• Don't worry about where you are,
just keep making progress.
• Leverage all your resources
oSpecial shoutout to:
T H A N K Y O U
Lauren Nagys
linkedin.com/in/laurenknagys
32
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experiences - Lauren Nagys

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Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experiences - Lauren Nagys

  • 1. KEYNOTE CHICAGO, IL ~ MAY 22 - 23, 2024 DIGIMARCONMIDWEST.COM | #DigiMarConMidwest Crafting Seamless B2B Customer Journeys: Strategies for Exceptional Experiences Lauren Nagys DIRECTOR OF MARKETING SMALLEY
  • 2. C R A F T I N G S E A M L E S S B 2 B C U S T O M E R J O U R N E Y S : S T R A T E G I E S F O R E X C E P T I O N A L E X P E R I E N C E S Lauren Nagys Director of Marketing, Smalley
  • 3. A G E N D A 3 PREPARE BUILD DELIGHT EDUCATE & EXPAND
  • 4. T O P 3 TA K E A W AY S 1. Identify your customer journey and growth areas 2. Build a three-step customer experience strategy Prepare->Build->Delight 3. Put your CX data to use and drive action 4
  • 5. S T O RY T I M E
  • 6. S T E P 1 : P R E PA R E Define your strategy and choose your champions
  • 7. W H AT I S A C X S T R AT E G Y ? 7 CX Customer Service All Interactions + All Channels + All Support Teams + All Time = Customer Experience Crucial Part of Service and Support = Customer Service
  • 8. W H AT ' S T H E D I F F E R E N C E ? 8 B2B • Focuses on the brand • Targeting companies o1 to many • Less personas B2C • Focuses on the consumer • Targeting niche groups + masses o1 to many AND 1:1 • More personas
  • 9. H O W C A N C X H E L P Y O U R O R G A N I Z AT I O N ? 9 1.Increase loyalty 2.Increase retention 3.Increase revenue 4.Increase engagement 5.Decrease churn
  • 10. W H O D O Y O U N E E D B Y Y O U R S I D E ? 10 Sales CS BD Executives
  • 11. W H E N I S T H E R I G H T T I M E T O S TA R T ? 11
  • 12. S T E P 2 : B U I L D Identify your resources and get started
  • 13. 13 S H O R T T E R M A N D L O N G T E R M Credit: Rebel Bailey Where are you in the 5-stages of CX maturity? (Be honest)
  • 14. 14 B U I L D Y O U R J O U R N E Y 1. Advocates assemble! 2. Discover and document each touchpoint. 3. Plot touchpoints in the buyer phase.
  • 15. 15 S Y S T E M , D ATA & P R O C E S S
  • 16. " M E T R I C S " O U R FAV O R I T E W O R D 16 Company Performance Industry Standard Metrics Create a Survey that Measures:
  • 17. 17 I N C E N T I V I Z E A N D L O C A L I Z E SurveyMonkey found that giving respondents direct monetary compensation can increase survey response rates by as much as 50%!
  • 18. S T E P 3 : D E L I G H T Continue the success and grow the CX program
  • 19. 19 U S E T H E V O C D ATA T O : • Uncover content ideas • Identify service channel improvements oEcommerce & Website oDistribution Partners / Resellers • Re-evaluate Customer Value Proposition (CVP)
  • 20. L O YA LT Y P R O G R A M S • Want to increase customer advocacy? -->loyalty program • Take ideas from programs that you love. • See what your competitors are offering. 20
  • 21. T I P # 1 21 Involve the Sales team during the building phase of your loyalty program.
  • 22. 22 N E X T L E V E L M E T R I C S • Develop a dashboard that tracks correlation to your company performance metrics. • Monitor, analyze and distribute
  • 23. 23 O U T S I D E P E R S P E C T I V E • Consider third-party expert to understand entire customer base. • Collect and monitor CX scores of your competitors. oPrivately held? Look at others in your industry.
  • 24. E D U C AT E & E X PA N D Focus on the "delighters"
  • 25. T I P # 2 Send CX metrics to all of the key people in your organization. 25
  • 26. 26 C U LT U R E O F S E R V I C E ✓ You documented your customer journey. ✓ You are regularly capturing VOC. ✓ You are using the data to improve your service level. What's Next? Integrate service into all aspects of your business!
  • 27. 27 R E C O G N I Z E T H E " D E L I G H T E R S " • Track and celebrate improvements. • Recognize the internal people doing the delight.
  • 28. T R A I N A N D I M P R O V E 28 Low performing areas are the best topics for employee training Develop training in-house or outsource Track training program and correlation to survey scores
  • 29. 29 Y E S , A N O T H E R C O M M I T T E E • Don't think that you have to do all of this alone. • Leverage your resources and grow the service culture together. • Marketing is a critical part of the journey so always have a member involved.
  • 30. I ' V E G O T 9 9 P R O B L E M S B U T N P S A I N ' T O N E 30
  • 31. F I N A L T I P S & T A K E A W AY S Salesforce State of Service - Trends Report • B2B CX is 1 to many. • Don't worry about where you are, just keep making progress. • Leverage all your resources oSpecial shoutout to:
  • 32. T H A N K Y O U Lauren Nagys linkedin.com/in/laurenknagys 32