Understanding the customer/employee interface is critical to customer retention, particular for B2B businesses

Yet – extraordinarily, it is the most neglected area of most businesses

91% of customers defect due to a poor experience, 92% of them will not tell you and 96% will never return (Gartner 2016).

If understanding your customer’s expectations along with your people’s understanding of those expectations is not on your priority list, you will rapidly be overtaken by competitors who do.

According to Gartner, 89% of companies view the service delivered by their people to customers as a competitive differentiator, and that by 2018/19 more than 50% of organisations will have redirected their investments to customer expectation research and innovation.

The savvy business begins by focusing on making sure they closely monitor their customer/employee interface, by conducting targeted customer research (the cost of churn is 10+ fold higher) as well as targeted employee/cultural discovery, to optimise every interaction across that interface.

Customer Expectations Research

Customers tell you what they think you want to hear to keep the status quo – they tell us what is really going on because they feel ‘safe’ to do so

Customer interface optimisation and discovering what your customers expect requires data expertise – researchers; and people/behavioural expertise – behaviourists and business improvement specialists

Discovery Discussions

Customers / B2B – in-depth interviews with a selection of top, newly acquired and recently defected customers, drilling down into why they buy from you.

Quantify Expectations

Customers / B2B – conduct short survey with customer database, rank factors of importance driving desired experience, and likely defection factors and NPS.

Insight Generation

Customers / B2B – create map of prioritised preferred experiences, defection risks; integrate insight to action plans into customer interface.

Interface Optimisation

Customers / B2B – integrate customer interface map with all employee’s; barriers, levers to expectations being met; likely future needs, intentions; churn risks