B2B Customer Strategy

For businesses that need to refresh their marketing activities, their sales effectiveness or their Customer Service capabilities, reworking your B2B Customer Strategy is a great place to start.

Following hundreds of client engagements focused on Customer Experience (CX) and transforming Customer Strategies, Customer Attuned has honed its approach to developing and implementing effective B2B Customer Strategies. As with all our work, we look to build cultures of customer centricity based on trust that deliver mutual value.

What is a B2B Customer Strategy?

A good Customer Strategy defines an organisation’s view of their customer and maps this against their products and services, and illustrates how the business best serves the customer to deliver, typically, organisational growth through achieving customer satisfaction. From the strategy departmental plans are drawn that come together to achieve targets.

In our experience, the best B2B customer strategies genuinely join up people, processes, insight and systems around a customer centric purpose and a systemic approach to deliver mutually beneficial outcomes.

In order to achieve these aims, Customer Attuned has created a tried and tested approach to customer strategy development based upon 12 “building blocks”. These blocks respond to three questions:

What, Who, How?

Where are we?

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Customer Attuned's Customer Centricity Loop, demonstrating the connectivity between Customer Strategy and Organisational Performance
1

Customer Management

2

Sales & Account Management

3

Trust Evaluation & Development

4

Embeded Trust

5

Business Capabilities

6

Training & Development

Customer Strategy

We help you redefine your Customer Management, through developing and implementing a focused strategy, and overseeing the changes to people, processes and technologies.

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What makes a good Customer Strategy?

The following 12 elements are, we believe, essential components that when applied well build an effective b2b customer strategy.

Purpose: What are we trying to achieve?

1. Vision & Rules of Engagement

2. Customer Culture

3. Customer Value Objectives

4. Business Case and KPIs

Insight: Who are we engaging with and when?

5. Analytics & Segmentation

6. Lifecycle & Life Stage

7. Experience & Journey Design

8. Omni-channel Engagement

Action: How are we going to do it?

9. Propositions & Contact Plans

10. Capability Enhancement

11. Data & Technology

12. Voice of the Customer

We build a B2B Customer Strategy from where you are at

The proven Customer Attuned approach investigates the “As Is” to present and prioritise the gaps, and co-create the strategy to define and deliver the “To Be” customer strategy with the organisation, working closely with internal teams throughout.

Recommendations for identifiable and targeted outcomes are made and, where required, implementation supported, often to hold internal team to account.

To begin your journey to improving your Customer Strategy, please get in touch:

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