Average performance of B2B distribution customers Critizr in 2022
It’s a well-known fact: the power of referrals is key in the building materials distribution sector. Contractors, installers, craftsmen…. all your customers will, at some point, discuss your brand with their peers. If they are happy with their service experience, they will recommend you to other potential customers. It’s as simple as that.
Recommendation requests are standard practice in B2B, before choosing a preferred supplier. Ensure your clients consider you as the go-to company that will confidently recommend you to others. Let’s see how!
Like many others, the B2B distribution sector is becoming more and more digitalised : digitalisation of order tracking processes, faster inventory review and account creation. The temptation to look at CX through a digital lens is high: new tools, new processes to streamline the Voice of Customers program.
But here’s a fact: agencies owners are another superpower to leverage. The B2B customer journey and interactions are often longer than in other industries, but also richer. Depending on the size of the company, customers can visit their local agency very regularly. The agency owner then becomes an indispensable source of advice, training and support.
For bigger structures with more distant or online relationships, the challenge is to foster opportunities to increase those interactions.
Residential or renovation end-markets….The building materials distribution market is very specific. How can you best address your customers’ complex – and often very specific – requirements? By knowing and understanding them better!
Increasing the number of touch points is the cornerstone of any powerful CX program and the way to boost your key CX KPIs (NPS and Csat).
How? Firstly, enable your agency’s managers to be part of your CX strategy. Allow them to build connections and relationships with your customers by responding to customer feedback. Local conversations is the most impactful way to drive customer satisfaction.
Secondly, act on these insights, learn as an organisation and constantly adapt your processes & products based on what you learn.
It’s another well-known fact across most industries: acquiring new customers is more costly than retaining existing customers. And B2B distribution is no exception.
Understanding which customers are potentially about to leave is key and this is how it should go:
– Detect and address dissatisfied customers immediately
– Act on this: allow your stores to respond to those dissatisfied customers to understand their reasons and offer a solution
– Save those customers and their lifetime value: strengthen the relationship with them and increase their loyalty. They’ll be more likely to repeat orders!
B2B distributors need to ensure the same level of service throughout their network, no matter their size, type, countries or activities. How do you deliver the same level of customer experience in all your agencies , brands or sub organizations, business units and countries? How can you streamline the way of measuring customer experience (NPS, Csat) to derive actionable and comparable insights to drive change ?
Answer: by implementing one single Customer Interaction Management Platform! On top of allowing for an increased proximity between your frontline teams at agency level and their end customers, it will also allow you to ensure the same level of service and approach to local customer relationship and empower your people who deliver customer experiences everyday while adapting to each brand or network specificities.
Challenge: How to leverage customer interactions to turn them into conversation and potential transactions, whilst also retaining customers and increasing loyalty?
• B2B distribution in France
• 28 agencies / locations
How: by allowing local agency managers to reply to their customers directly. This is creating a daily “routine” around customers.
• Multiply and leverage each customer interaction (spontaneous: QR code, GMB reviews or solicited: email, SMS on post-delivery experience)
• Transform interaction into conversation and potential transactions to retain customers and increase loyalty
An amazing adoption from Agencies
• 100% of customer feedback is responded to
• 2 days average response time
• An excellent 4.2 / 5 on the quality of response
• NPS jump from 53 to 68 in a year!