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Research Outline
Prepared for NM G. | Delivered August 1, 2019
B-B-C experiences
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Goals
To identify examples of great B2B customer experiences to help a small business create game changing experiences for their clients.
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Early Findings
Preliminary findings show there are many examples of companies that exhibit excellent B-B-C experiences, but most are not small companies.
IBM
Each IBM client is assigned a
team of specialists
whose job it is to assist the client in integrating IBM Cloud Storage into their existing processes.
The team of specialists train the client on how IBM Cloud Storage can
best work
for their business.
This strategy helps clients fully understand the product, which in turn
increases their engagement
.
Moreover, IBM
regularly seeks feedback
from its business clients and uses the feedback to improve its products.
This feedback process "contributes to the company’s
high customer retention rate
."
FEDEX
As the second-most trusted B2B company, FedEx provides
streamlined communication
to its clients in the form of a single customer-focused newsletter rather than sending multiple emails from different departments.
This decision made communication with FedEx
simpler
and allowed clients to quickly find important information.
WELLS FARGO
Since many of Wells Fargo customers are small businesses, the bank provides a
robust resource area
that provides training on "how to build and
strengthen businesses
on topics ranging from marketing to payroll."
Moreover, Wells Fargo's products for small businesses are
streamlined solutions
that easily integrate with other programs that are popular with small businesses, like QuickBooks.
This allows small business clients to conveniently have all their banking needs
in one place.
GE
Rather than tell clients about its products, GE provides companies to
see first-hand
how its products can help their businesses grow.
GE has two "
customer experience centers,
" one in the U.S. and one in Germany, that showcase the company's capabilities.
Clients can see GE's manufacturing processes in action and speak with a customer experience representative about a
personalized plan
.
COSTCO
Business customers who shop at Costco find both the
shopping and returns processes easy
.
They also receive personalized service from Costco representatives and enjoy perks like
early store access
and delivery.
QUMULO
Qumulo, a "provider of simple, scalable, and efficient
enterprise data storage systems
," provides excellent B2B customer experiences by seeking feedback from its clients to give them the experience they want.
The company's
Qumulo Portal
provides customers access to helpful resources, a client community that provides information about product releases and featured requests, and the ability to open a support ticket.
MOTOROLA
As with B2C customers, Motorola realized it needed to
connect emotionally
with its B2B customers.
Its "
Moments the Matter
" campaign targeted its business users such as first responders, doctors, and retail associates by showing them how Motorola's products are critical in the moments that matter.
Motorola realized that
B2B customers are still
p
e
o
p
l
e
and emotional connection is just as important for them as it is for B2C customers.
JAMF
Jamf, a company that provides software to businesses that helps them
manage their Apple devices
, has humanized technology to allow them to connect with their clients on a more personal level.
Jamf Nation
is a community that allows Jamf customers to "connect with
fellow IT professionals
, gain insight about Apple device deployments, share best practices and bounce ideas off each other."
Jamf realized that "
building a community
equals building a brand.
T-MOBILE
T-Mobile is a leading telecom provider in the U.S. and has high ratings among its B2B clients for
integrity and personalization
.
The company focuses on establishing an emotional connection with its B2B customers by providing
relevant offers
that are tailored to their needs.
For example, T-Mobile ensures that its B2B
clients can stay connected
even if they are in the air, which is important for business travelers.
Business clients also receive
dedicated account teams
and 24/7 support, which allows the company to provide individualized service, which "gives T-Mobile the opportunity to ensure that every brand interaction makes
clients feel valued
, as well as providing T- Mobile with a platform to build and sustain high levels of trust."
NATIONWIDE
One of the
top 10 best service brands
in Britain, Nationwide has an entire department dedicated to business customer care, which is called the Office of Customer Advocacy.
The department not only helps customers with their policies and their payouts, but it also seeks and collects feedback that it distributes "throughout the company to
ensure continuous improvement
."
This allows the company to implement wide scale changes that go beyond the front lines and "ensures that all departments work towards
common goals and strategies
."
To obtain this feedback, this office conducts both
online and telephone interviews
and surveys to measure customer loyalty and understand how the company can improve.
This closed loop process, along with "
transparent internal communication
, and departmental alignment" shows that Nationwide is customer-centric, which has propelled it to be named the "#1 total
small business insurer
."
In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.
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