how well do you really know your customer? b2b persona definition

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HOW CAN digital enhance the b2b customer experience?

Have your say @ iq.purestone.co.uk

21.04.20169.00 to 11.45By James Smee

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Hi.

@[email protected]

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Q: SO WHY ARE WE ALL HERE TODAY?

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A BIT OF SCENE SETTING.• Today there are 1,921 live jobs with ‘Customer Service’ in the job title within 30 mile radius of

London (Total Jobs)

• Today there are 11,378 live jobs with ‘Customer Experience’ in the job title 30 mile radius of London (Total Jobs)

• 5 years ago we strategised and campaigned around telling customers about quality of product or service

• This seems to have been trumped by providing the best ‘customer experience’• By 2020 ‘customer experience’ will overtake price and product as the key brand differentiator

(Walker Report, The Future of B2B Customer Experience)

• 22% of B2B companies said the most exciting opportunity for 2016 was Customer Experience -ahead of content marketing and mobile. (Econsultancy Digital Marketing Trends 2016)

• By 2018 more than 50% of B2B organisations will redirect their investments to customer experience innovations (Gartner, 2015)

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Q: what does customer experience mean?

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Q: Why improve customer experience?

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why improve customer experience?• 42% said improve customer retention• 33% said improve customer satisfaction• 32% said increase up and cross selling

Genesys, Creating Better Customer Loyalty Report, October 2015

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The digital customer experienceA case of emulating the real world or

something entirely different?

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How well do you really know your customer?Using personas as the bedrock to the b2b

customer experience.

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MEET ALEX.BLAZING A TRAIL TO THE C-SUITE.Alex is a trailblazer. A representative of the new breed of IT professional embedded in the middle management of large Enterprises the country over. A late 20’s millennial who’s grown up in an inspirational age of commerce where the likes of Google and Apple have shaped the world.

TIMEs have changed…

• B2b brands can’t rely on the ‘little black book’ principle

• THE Consumerisation of b2b audiences• Deeper and more emotionally connected

relationships • Rise of the digital natives• We are all connected, all the time• Multiple devices, multiple touch points =

omni channel


fuelling the fire of cx.


GETTING TO KNOW YOUr customers as human beings. Start with existing assumptions / profiles / personas

• Qualitative: • 1-2-1 customer interviews telephone based / in-person / focus groups / video• Online surveys using either LinkedIn outreach programmes and profiling• Internal research through stakeholder interviews

• Quantitative: • Online panel research (prospective / impartial) • Survey monkey style approach • Richer survey experiences (ongoing value)

• Profiling Tools / approaches:• Interactive surveys • Profiling tools

Outbound Research.initial outreach.

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The Challenge being… everyone’s at it.Getting the results you need.


Elevating your survey above the monkey business.On average a richer, more interactive survey experience will see a 37% increase in completions.


The personality test approach.

- Seed list of 2,000 emails

- Low level social seeding

- 25,000+ completions


The interactive quiz approach.

61% completion rate

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CONTINUOUS PROFILING.Make it an ongoing and evolving process

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Merchant-led I light & digestible I editorial I non-committal

Accessible to all I “worth taking 5 minutes out of my day for”

Lead nurture: Phase #1

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Jedi Robe merchant case study


Jedi Robe:Personalised email


Jedi Robe:Case studyHero page


Jedi Robe:Case studyLanding page


Jedi Robe:Social mediaGated page

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Channel focused / specialist


What are they saying? Keyword analysis.

Keyword Avg. monthly searches

Home automation 5400

Smart home 2900

Assisted living 1600

Top 3 - highKeyword Avg. monthly

searchesInterest of things 12100

IOT 5400

Connected Home 720

Top 3 - medium

Top 3 - LowKeyword Avg. monthly

searchesDigital home 70

Smart energy solutions 70

High-tech homes 20

Competition: The number of advertisers bidding on each keyword. You can see whether the competition for a keyword idea is low, medium, or high. The higher the competition, the more expensive bidding for the keyword becomes.


What are they saying? Keyword analysis via twitter.When taking the entire Twitter community into account, below is a word cloud of the key words within followers’ bios:

@DigitalTrends@bryanwempen@PinewoodStudios@minimalhome@GALLERY_PIECES, @eeportal_com, @Decorex_Intl@thinktanklondon@BowersWilkins@Lutron, @GDLive_UK@polkaudio@whathifi@CraftCentralUK@Control4@CrestronHQ@designtosolve@HoneywellSec


What are they reading? Media research.


Where do they hang out? social analysis.

Authority No. of Followers (community size)

Increased by(in the last 6 months)

Reach(estimated impressions)

No. of mentions

By no. of users

7/10 6,588 844 6.7m 1,149 105

Twitter handle statistics:

Twitter engagement:

Within the last six months, 2% of the community has engaged with the CEDIA EMEA Twitter channel. The main form of engagement during this period has been re-tweets, although regular mentions are at a very healthy level.



Audience demographics:

The community of this handle is split 88% male and 12% female, with 49% from the UK, 20% from the US, 3% Spain, 3% France, 2% Canada, 2% Italy, 1% Mexico, 1% South Africa, 1% Netherlands and 1% India.

In terms of consumer buying style, the majority of the Twitter audience (56%) buys premium brands, with 41% of the audience having an income over $100K and 9% of the audience having a net worth of $1m plus.



Recommendations:

Include more wider industry news/insights on channel – retweeting and/or commenting on relevant industry news and developments authoritatively to demonstrate industry expertise and build credibility within the wider connected home industry and to broaden audience appeal and follower base.

Include more media-rich posts for higher engagement.

Greater focus on quality over quantity – post at least four times per day, ensuring content is varied and balanced.

Best time to tweet:



Buzz graph of keywords:

This shows a visual summary of the buzz around particular keywords used frequently in page posts. Association between different keywords is represented by edges between them, which can be bold, simple, or dashed based on the strength of association. Strongly related words, which frequently appear together, have darker edge between them.


Who do they listen to? KEY INFLUENCERS.

Bio

Rob is a BIM (Building Information Modelling) Manager with experience in the construction sector as an ARB registered UK Architect.

He is a member of the AEC Committee and Chair of the GRAPHISOFT ARCHICAD sub-committee. Also a member of buildingSMART UK Technical Group. A regular presenter at BIM related events including BIM Show Live, 5D Conference, ARCHICON.

Twitter @bondbryanBIM 5,184 Followers

LinkedIn Rob Jackson 500+ Connections

Blog BIMblog.bondbryan.com

Location UK, Sheffield

https://twitter.com/bondbryanBIM

https://www.linkedin.com/in/rob-jackson-29163446

http://bimblog.bondbryan.com/author/rob-jackson/

http://bimblog.bondbryan.com/author/rob-jackson/


BioKirsty is working for Link2Media, publishing high quality architectural magazines and creative, effective online marketing solutions for building product manufacturers.

Twitter @KirHammond 15.2K Followers

LinkedIn Kirsty Hammond 500+ Connections

Blog Architecture, Design & Innovation

Location UK, Surrey

Who do they listen to? KEY INFLUENCERS.

https://twitter.com/KirHammond

https://www.linkedin.com/in/kirsty-hammond-70803931

https://kirhammond.wordpress.com/


GETTING TO KNOW YOUr customers.

• CRM data analysis• Existing web analytics• Career mapping

Outbound Research.channel focussed/specialist.

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outputs


PERSONA ‘FLASH CARDS’ or ‘TOP TRUMPS’These are used in a multitude or scenarios:

• Inform content marketing & copywriting• The basis for website predictive analytics and

dynamic user journeys • Cheat sheets for internal or external sales teams

and also used in sales playbooks• Continual visual reminder of ‘why we do what we

do’


Building a 3-dimensional understanding of your customers

Pan-European persona definition for one

of Europe’s largest provider of IT Services

& Solutions.


Building a 3-dimensional understanding of your customers

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Q: How well do you really know your customer?