Webinar: The State of Customer Experience Management in B2B€¦ · Webinar: The State of Customer Experience Management in B2B How Today’s B2B Organizations Are—and Aren’t—Using

© 2019 eMarketer Inc.

Webinar: The State of Customer

Experience Management in B2BHow Today’s B2B Organizations Are—and Aren’t—Using Feedback to Improve

the Customer Experience

July 9, 2019

Tech-Talk Webinar

Douglas Clark

Global Director, Public Relations

eMarketer

PRESENTER MODERATOR

Andrea Everett

Head of Research

Medallia

Presented by

PRESENTER

Rachel Terlau

Experience Transformation, Global B2B

Head of Practice

Medallia

Medallia © Copyright 2019. Confidential.

Andrea

EverettHead of Research,

Medallia

Rachel TerlauExperience Transformation,

Global B2B Head of Practice

Medallia


The State of Customer Experience

Management in B2B

July 9th, 2019

How today’s B2B organizations are — and

aren’t — using feedback to improve the

customer experience


In October 2018 Medallia

commissioned a survey of US-based

B2B professionals about their

companies’ practices for collecting

and using customer feedback.

We found that...


Key Insights

CX is a top

business priority in

B2B


Key Insights

CX is a top


B2B

Feedback can enable great

results, but most

companies aren’t getting

as much value as they

could


There are 3 top areas of

opportunity in B2B CX

Key Insights

CX is a top


B2B


results, but most

companies aren’t getting

as much value as they

could


Connecting with more

customers at more

key moments

1

3 Top Areas of Opportunity



customers at more

key moments

Establishing policies

and procedures for

effective action

21




customers at more

key moments

Establishing policies

and procedures for

effective action

Investing in key

capabilities to collect

and act on feedback

21 3



CX is a top business

priority in B2B


How important is

improving your company’s

understanding of

customers and their

experiences with your

business, relative to other

top priorities?


How important is

improving your company’s

understanding of

customers and their

experiences with your

business, relative to other

top priorities?41%of C-suite respondents

rank CX as number one

73%of all respondents put

CX in their company’s

top 3 priorities



results, but most

companies aren’t realizing

its full value


How has customer feedback improved your business’ bottom line in the last year?



“...feedback allowed us to start

fixing the problem before the

customers we were losing found a

new firm…”



“...feedback allowed us to start

fixing the problem before the

customers we were losing found a

new firm…”

“...We designed a new product to

meet [a customer’s] requirements.

This resulted in a 30% cost savings.”


B2B leaders believe they can do better

are very satisfied

with how their

company

currently collects

and acts on

feedback

24%Only

Has access to feedback data helped you

be more successful in your job?*

Company sells mostly services

Company sells an even

mix of products & services

Company sells mostly products

73%

48%

61%

* Percent yes by business type




Opportunity #1:

Connect with more customers at

more key moments


Timing is crucial

72% of

companies*

collect account health feedback at least twice per year

* among companies that collect feedback on overall relationship or account health (89%)


72% of

companies*

collect account health feedback at least twice per year

* among companies that collect feedback on overall relationship or account health (89%)

Timing is crucial

...but only 2 in 10

time their requests to key moments in

the relationship cycle


Timing is crucial

Which most closely describes when and

how feedback about specific customer

interactions is collected?


Timing is crucial

Which most closely describes when and

how feedback about specific customer



Timing is crucial

Which most closely describes when and how feedback about specific customer


Medallia © Copyright 2019. Confidential.All figures on this slide are among companies that collect feedback on overall relationship or account health (89%)

Of companies collect

feedback from all

customer accounts

Collect feedback from

end users of their

products or services

Collect feedback from

fewer than half of

possible contacts per

account

Yet many companies aren’t

making these connections...

Every customer &

stakeholder matters 48%

45%

1 / 3


Opportunity #2: Establish policies &

procedures for effective action on feedback


Broaden access to feedback








Establish accountability for results


Establish accountability for results

Respondents were 2x as likely to be very satisfied with their

company’s processes for collecting & acting on feedback when the CEO, CMO, or CCO is

held accountable for CX outcomes


Prioritize customer-specific, forward-looking actions

Most use aggregate-

level feedback

Companies are missing the chance to improve CX and propel growth

61% Identify trends in

satisfaction and/or experience

58% Identify CX issues &

priorities to guide business

decisions



Most use aggregate-

level feedback

Half hone in on

specific accounts






decisions

50% Contact customers

to follow up on comments

50% Identify at-risk

customers



Most use aggregate-

level feedback

Half hone in on

specific accounts

Few exploit key

growth opportunities






decisions

50% Contact customers

to follow up on comments

50% Identify at-risk

customers

37% Use feedback to

prepare for customer renewal

/ expansion opportunities

35% Identify opportunities

for new products, services, or

practices


Opportunity #3: Invest in core capabilities to collect and act on feedback


Which capabilities for

collecting and acting on

customer feedback would

you like to see your

company invest in

acquiring?

Prioritizing CX Investments


Which capabilities for

collecting and acting on

customer feedback would

you like to see your

company invest in

acquiring?

Prioritizing CX Investments


Medallia delivers on the capabilities B2Bs Need

● 360 degree view across customer accounts

● Frontline engagement

● VOCE - Voice of the Customer through

Employee

● Scalability across large, highly matrixed

organizations

● Routing the right feedback, to the right

people, at the right time to take the right

action

© 2019 eMarketer Inc.

Webinar: The State of Customer Experience Management in B2B

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July 9, 2019

Tech-Talk WebinarQ&A Session

Douglas Clark

Global Director, Public Relations

eMarketer

PRESENTER MODERATOR

Andrea Everett

Head of Research

Medallia

Presented by

PRESENTER

Rachel Terlau

Experience Transformation, Global B2B

Head of Practice

Medallia

Documents

Webinar: The State of Customer Experience Management in B2B€¦ · Webinar: The State of Customer Experience Management in B2B How Today’s B2B Organizations Are—and Aren’t—Using