• Services
      • Customer
        Strategy
      • Customer Management Development
      • Partner Relationship Survey
      • Customer Segmentation
      • Organisational
        Performance
      • AMPLIFY – Account Management Programme
      • Training and Development
      • Trust Capability Builder
  • Knowledge Centre
      • Blog
      • Publications
      • News
      • Insight Webcasts
  • Who we work for
  • Who we are
      • Our People
      • Partners
  • Contact us
  • Menu Menu
You are here: Home1 / Customer Strategy2 / Sales and Account Management3 / Susan And Bill Have Relationship Problems – Episode 1

Susan And Bill Have Relationship Problems – Episode 1

April 18, 2019/in Sales and Account Management /by John O'Connor
  • Share
  • Tweet
  • Email

The Susan & Bill Trilogy

When our partner Deep-Insight launched its B2B NPS white paper, we created a storyline around two fictitious characters called Bill (a thoughtful but somewhat introverted Marketing Director) and Susan (a more aggressive low-attention-span Sales Director). They may be fictitious but they bear more than a passing resemblance to some sales and marketing directors we have met in client organisations in the past.

Episode 1 finds Susan and Bill having relationship problems. Well, their problems are primarily related to understanding the relationship their company had with its main corporate clients but there is also some evidence of tension between Susan and Bill themselves – the sort of natural tension that exists between Sales and Marketing in any large organisation.

EPISODE 1: Susan and Bill have Relationship Problems!

Susan. Sales Director.

“I want some real customer feedback that helps my sales managers manage their key accounts for the long-term. All Marketing are interested in is some box-ticking exercise for the folks in HQ.”

Bill. Marketing Director.

“I need to provide HQ with Net Promoter Score (NPS®) metrics. It’s our corporate policy. For some reason, Sales just don’t seem to get it. NPS is a useful tool if they would only figure out how to use it properly.”

Net Promoter Score (NPS) is a simple easy-to-use metric for measuring customer loyalty. Many large, well-known companies now use it as a key business metric. The concept behind NPS is simple: loyal customers are more willing to recommend you to a friend or colleague. To find out how loyal your customer base is, measure their willingness to recommend; the higher your NPS score (% willing to recommend less % not willing to recommend), the more loyal your customer base is.

The problem is that while NPS is easy to calculate, many sales directors find it hard to turn the answer to a single question “Would you recommend Company XYZ to a friend or colleague?” into a clear set of actions that can be used to improve a complex web of relationships in a large corporate account – or across your full customer portfolio.

Does NPS work for B2B Organisations?

Yes!

NPS provides a good starting point for understanding complex B2B relationships but it must be supplemented by other metrics that help account managers take action at an INDIVIDUAL account level, as well as helping senior executives focus on a small number of strategic initiatives across ALL accounts.

Deep-Insight already has a unique B2B methodology – Customer Relationship Quality (CRQ™) – that helps Sales Directors identify which of their major accounts are its greatest Ambassadors, and which on the point of defection (Ambivalents, Stalkers and Opponents).

More important, the CRQ methodology identifies – for each account manager – what needs to be done to transform an Opponent to an Ambivalent, and a Rational to an Ambassador.

NPS combines the power of our CRQ methodology with the internationally-recognised NPS benchmark. NPS tells you if you have a problem, CRQ tells you what the problem is and how to address it.

Back to Susan and Bill

Bill needs NPS data in a comparable format to data from other parts of the organisation, with feedback on brand, image, product and pricing. With NPS, Bill gets his NPS data in exactly the way he needs it. That keeps Bill and his Marketing team happy.

On the other hand, Susan gets detailed account-level customer relationship feedback for her sales teams, and by looking at levels of trust and commitment, Susan can avoid any surprises when contracts come up for renewal. That keeps Susan and her Sales team happy.

Join us again soon for Episode 2.

  • Author
  • Recent Posts
John O'Connor
John O'Connor
MD at Deep Insight
John O'Connor is the CEO of Deep-Insight.
Deep-Insight is a leading European B2B Customer Experience (CX) company founded in 2000 by a small team of ‘magicians’ with one goal: researching a way to read customers’ minds.
Customer Attuned are proud to be Brand Ambassadors for Deep-Insight.

www.deep-insight.com
John O'Connor
Latest posts by John O'Connor (see all)
  • Trusted Relationships = Consistently Good Service - June 6, 2019
  • Our Biggest Customer is a Bully. Help! - May 28, 2019
  • Why are Trust and Commitment so Important in B2B? - May 23, 2019
Tags: CRQ Assessment, CRQ NPS, Customer Experience Improvement, Customer Relationship Strategy, NPS CRQ, People Capabilities, Planning, Relationship Quality, Sales Development
Share this entry
  • Share on Facebook
  • Share on Twitter
  • Share on WhatsApp
  • Share on LinkedIn
  • Share on Reddit
  • Share by Mail
https://customerattuned.com/wp-content/uploads/2019/04/shutterstock_331290470-2.jpg 469 704 John O'Connor http://customerattuned.com/wp-content/uploads/2022/08/logo-1.svg John O'Connor2019-04-18 12:10:522022-09-08 10:18:38Susan And Bill Have Relationship Problems – Episode 1
You might also like
12 Critical Components of Customer Strategy – Part 2
Truth Loyalty Webinar with Peter Lavers
Building a high performing account management teamBuilding a High Performing Account Management Team
Are your people getting the right share of mind / share of voice with your distributors?
Featured Video Play Icon
Customer Centricity Corner with Peter Lavers – Partner Relationship Survey
Top 9 Customer Experience Influencers

Customer Centricity Loop


Customer Attuned builds a culture of customer centricity based on B2B Trust so that sustainable, mutually beneficial and profitable relationships are maintained.

These service areas are interdependent: improve your Customer Strategy and your Organisational Performance improves, improve your Organisational Performance, and watch how Customer Strategy goals are met.

View Full Model

Other posts in ‘Sales and Account Management’

  • Entrepreneurialism in B2B sales
  • Leveraging MBTI to build successful B2B relationships
  • Making MBTI Work For Sales Teams
  • Discover the Power of SDI in B2B Sales
  • The importance of leaders supporting the development of sales and account management teams

or select a new blog category to view

 

 

 

building a culture of customer centricity based on B2B Trust

Let‘s chat!

© Copyright Customer Attuned, All rights reserved 2025    |    Website by ZeroDotNine
By using this website you consent to our use of cookies, for further information please refer to our privacy policy.
  • Privacy Policy
Tips from Experience: Protecting Your Less-Appreciated Technical StarsSusan And Bill Have Relationship Problems – Episode 2
Scroll to top

Customer Attuned uses industry-standard cookies on this website to monitor and continually improve your experience of it. You can read more about our use of this information and any personal information that you submit on our Privacy Policy. Use of this website demonstrates agreement with this policy.

Accept settingsHide notification onlySettings

We respect your privacy rights



How we use cookies

Customer Attuned uses industry-standard cookies on this website to monitor and continually improve your experience of it. You can read more about our use of this information and any personal information that you submit on our Privacy Policy. Use of this website demonstrates agreement with this policy.

I have read and agree with the Privacy Policy

Essential Website Cookies

These cookies are strictly necessary to provide you with services available through our website and to use some of its features.

Because these cookies are strictly necessary to deliver the website, refusing them will have impact how our site functions. You always can block or delete cookies by changing your browser settings and force blocking all cookies on this website. But this will always prompt you to accept/refuse cookies when revisiting our site.

We fully respect if you want to refuse cookies but to avoid asking you again and again kindly allow us to store a cookie for that. You are free to opt out any time or opt in for other cookies to get a better experience. If you refuse cookies we will remove all set cookies in our domain.

We provide you with a list of stored cookies on your computer in our domain so you can check what we stored. Due to security reasons we are not able to show or modify cookies from other domains. You can check these in your browser security settings.

Google Analytics Cookies

These cookies collect information that is used either in aggregate form to help us understand how our website is being used or how effective our marketing campaigns are, or to help us customize our website and application for you in order to enhance your experience.

If you do not want that we track your visit to our site you can disable tracking in your browser here:

Other external services

We also use different external services like Google Webfonts, Google Maps, and external Video providers. Since these providers may collect personal data like your IP address we allow you to block them here. Please be aware that this might heavily reduce the functionality and appearance of our site. Changes will take effect once you reload the page.

Google Webfont Settings:

Google Map Settings:

Google reCaptcha Settings:

Vimeo and Youtube video embeds:

Privacy Policy

You can read about our cookies and privacy settings in detail on our Privacy Policy Page.

Privacy Policy
Accept settingsHide notification only