Sonia Ouaksel, director of customer experience at Contentsquare, reminds us of a truth that is too often overlooked in BtoB:
”Behind these companies are people who can be hired beyond the service they have subscribed to..”.
It is through his testimony in the Les Fous du R.O.I podcast, That we are going to explore the importance of the customer experience and the human being at the heart of BtoB marketing.
Customer experience, how to set it up?
How do you ensure an optimized customer experience?
“An Optimized Experience Involves Loyalty and Engagement Program Within Of a community. The key is to guarantee our customers a Ecosystem In which they can grow By Focusing on Collective Intelligence and on the sharing of best practices.”
Who is in charge of the customer experience in a company?
“At Contentsquare, there is a customer experience service, but the link is very strong between all the departments of the team. because the customer experience is everywhere today! It is found in the product and even in the way in which we bill the customer!”
All departments contribute to the customer experience, how do interactions take place?
”With marketing: We select customers to speak alongside us at conferences or exhibitions. It is a very strong link with marketing when speaking out for press releases or sharing practical cases.
With the Customer Success Teams : we help to engage the customer beyond the product or beyond purely operational topics. This involves the community by bringing our customers together in club formats for example.
With the sales teams : we support them a lot on the networks part, and on the fact of always putting the customer in a sales cycle. Because our prospects need to hear feedback from our customers on the use of our platform.
With the general management: because we are responsible for certain business metrics and KPIs. For example, I am thinking of NPS, the Net Promoter Score, That allows us to take the pulse of our customers.”
What are the secrets to creating a human and engaging operation?
“March 2020, first lockdown, we no longer know what we are and what we are going to do.
Two Main Questions Helped Us Move Forward:
- Ask yourself what What We Are Able to Do ?
- Ask yourself what What do our customers need ?
At Contentsquare: our treasure is “data.” We invited our customers to meet on a Tuesday evening at 6 pm to share data to help pilot the next few days to come.”
How to understand your audience in record time?
“When we meet in digital format, we are addressing a population that is usually less engaged on our platform: they are not users. They are the people who decide on the strategies and who have chosen Contentsquare one day.
The first instance of this meeting was the most successful, because we had 100 people. We understood that there was a real need, so we created a ritual around this Tuesday evening!”
How can we explain the success of this operation?
“Right away our customers told us that, and thanked us. And the session lasted 2 hours instead of 45 minutes.
We also measured over time: After 3 months of these appointments we won 30 NPS points. We reached 72 in NPS score at the end of July, this is not only due to that, of course, our CS teams and our data analysts also went to great lengths!”
Les Secrets to Developing an Engaged Community
“You have to Find an Ambassador: A Pioneer, Because Once the First Speech Is Made Done, It gives rise to so many other exchanges! And a routine sets in: we talk about community! People come back by themselves and find each other again and again.
It was not a program that was launched at the beginning, it was an emergency online transfer. And finally it was institutionalized and we meet with our customers very regularly.
3 tips for involving your customers in your community
- When We Want To Make Someone Talk You Have to Start Listening.
- You Have to Listen to Customers from the Start. If we look at this Contentsquare program, we did not reinvent the wheel. We looked at what we had: our data and our community, so we were able to engage our customers over time.
- And above all, You Should Not Say To Yourself: I Am Afraid That My Customers Will Talk To Each Other, They Will Exchange Anything That Does Not Work. If we say that to ourselves, the problem is with us not with our customers...
The small important detail not to forget: thank your customers!
Setting up an engagement program and thanking your community is essential!
“At Contentsquare we describe our customers in different ways:
- prescribers,
- ambassadors, so people who support us in our growth and who introduce us to their ecosystem,
- Users who are engaged on a daily basis.
I am very happy because we were able to set up an action Which recognizes this commitment and thanks them through a loyalty program identical to BtoC.
On considers everyone as individuals, and they are people who are personally committed to our side. When they change companies, they will remain committed because they keep their loyalty points throughout their career regardless of the company.”
More details in The Episode on Communities and People at the Heart of Strategies Can Be Listened to Just Here 🎧
In addition, Sonia tells us about two personal experiences that have marked her in terms of customer experience. A very relevant analysis of the experience she had at Virtuo and La Belle Vie to discover in the section Through the Looking Glass.
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