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COME AND FIND YOUR

LIGHT BULB MOMENT.

YOUR

Nearly 60% of sales leadersand organizations are stillfocused on acquiring newcustomers despite the factthat revenue from newcustomers accounts for justunder 30% of total revenue.

INTRODUCTION

CX has become and continues to be a strategic differentiator in the B2B space. A companies ability to retain customers is just as, if not more, important than acquiring new customers. The cost of nurturing customers is generally lower than the cost of acquiring new customers. A compelling Customer Experience strategy not only retains but also grows customer loyalty and therefore business revenues. Although this is understood by sales and financial teams in organizations, the ability to drive holistic change across the business from the customers’ viewpoint is still very difficult. The siloed culture of most B2B companies makes cross-functional change difficult. If the people and functions within a business do not work closely and well together, then they are unlikely to be able to deliver a great and consistent customer experience. A fundamental mind shift is needed.

CSO Insights, the research division of Miller Heiman Group recently released their 2018-19 Annual Sales Performance Study where it was found that nearly 60% of sales leaders and organizations are still focused on acquiring new customers despite the fact that revenue from new customers accounts for just under 30% of total revenue. In addition, they also found that only 30% of organizations said that their sales and marketing teams had a common lead definition.

The problem? According to Theresa O’Neil, VP of Marketing at Showpad believes that many B2B sales leaders are stuck on the “won and done” strategy because it is how they are incentivized and in turn, how they incentivize their teams. As a result, if B2B organizations want to deliver a better customer experience then they are going to need to align their incentives and compensation plans with business objectives that reflect not only customer acquisition but also satisfaction and retention. Moreover, they should align their strategy to the customers’ journey and not only to internal efficiency and performance metrics.

In this event, we will discuss how to understand customers expectations and drive holistic change in the business. Customer centricity and internal collaboration is key in the success of the strategy. You will hear best practices and case studies from B2B CX leaders and practitioners.

OUR FOUR FOCAL AREAS WILL BE• Best way to collect voc in a B2B environment• Driving customer centric change in a B2B org.• Executive and employee engagement for success• How cx is evolving and what to look out for in the next 5 years

If your business has questions about any of these areas, or just wants to network with the brightest minds and biggest brands in Europe and Africa, definitely come to one of the 2020 events. We actively cultivate networking within 10 minutes of engagement between sessions. So instead of simply being talked AT, you get real opportunities to ENGAGE with decision-makers and professional colleagues around ideas and new business opportunities.

BENEFITS OF THE EVENT• Apply practical insights immediately• Learn what others in their industries are doing to promote business

success• Discover how CX 3.0 can advance your practice• Apply tools to achieve success in your team/unit/subsidiary

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EVENT CHAIR

ADRIANSWINSCOE

Best-selling author, Forbes contributor,

independentadvisor and aspirant

CX Punk

OPENING KEYNOTE: WELCOME TO CX 3.0CX has evolved tremendously in even the last five years. But, despite everything that’s changed in that short span, many companies still don’t know how to maximize CX for real business outcomes, or the KPIs that are most important to decision-makers. Our opening keynote will set the stage for the evolution from CX 1.0 -- when companies were just realizing customer experience was even a concept they needed to focus on -- to 3.0, where the goal is tangible business return.

KEYNOTE

DR NICOLAMILLARD

Best-selling author, Forbes contributor,

independentadvisor and aspirant

CX Punk

THE CUSTOMER EXPERIENCE BUSINESS:EXPLORING T HE B 2B C X C HALLENGEB2B companies are often at the bottom of the customer experience class compared to their B2C counterparts. It is clear that B2B customers are bringing a lot of B2C expectations through the office doors – and they are frequently left disappointed. But the road to a frictionless, easy, integrated B2B customer journey is full of pot holes – as complex supply chains, fractured systems and internal bureaucracies make a B2C style customer experience difficult to achieve. This talk explores research on what B2B customers want from customer experiences and what is different (and the same) between B2B and B2C.

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SPEAKER

DAYOANDAUMONT

Customer Experience& Innovation

Ogilvy Consulting

CUSTOMER EXPERIENCE UNDER THE WATCHFUL EYEOF THE B RANDThe customer-centric approach of building brand strategies allows for the ability to create services and products that meet the needs and wants of consumers, this is at the core of what CX aims to answer and why its adoption as a growth engine is on the rise. If these efforts are to be taken seriously by any brand in B2C, B2B, or D2C, the authenticity of the transformation must be in service of a purpose. And by purpose, we are not referencing CSR or a corporate day but a true IDEAL of why the brand exists.

SPEAKER

DANLANGTON

Director of Customer and Partner Experience

Microsoft

THE BIG SHIFT: CREATING M OMENTUM F OR C USTOMER E XPERIENCETHROUGH CONNECTIONIn theory CX makes common sense. It should be easy. But, actually driving a company-wide culture change to incorporate your customers into your business strategy is work that takes patience, courage, and grit. Pressure for results - whether Quarterly revenue targets, long sales cycles, shifting employees, or competition- can leave even the most vocal CX champions falling back into familiar patterns that drown out the best of intentions. There is a customer experience framework you can use to create momentum, scale you efforts and shift your culture while improving performance ensuring that CX isn’t an either/or proposition. By defining the problem, creating connection, and empowering your teams, you create the momentum and the scale for sustainable change and tangible results.

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SPEAKER

MIKEPERK

CEOWWC

Future Fit Leadership

HOW TO DRIVE CHANGE IN AGLOBAL MATRIXED ORGANIZATIONIn an increasingly disruptive, complex and digital world, the biggest challenge to large global organisations looking to adopt a customer-centric approach during the 4th Industrial revolution, lies in its dexterity, or lack there-of.Organisations are looking to their people to continually adapt in order to stay aligned with the shifting needs and requirements of the customer. And when the desired results don’t materialise, we blame our people for their inability to change. Using war stories, including Britain’s greatest naval victory at the battle of Trafalgar, as a backdrop, Mike illustrates why your people aren’t the problem and the critical areas organisations should actually be focusing on, in order to build teams that have the competency to win tomorrows game.

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SPEAKER

GEMMAJONES

Customer ExperienceDirector

Marshalls Plc

TO CREATE OUTSTANDING CUSTOMER EXPERIENCES, YOU REALLY HAVE TO KNOW YOUR OWN BUSINESS - ENGAGING ALL STAKEHOLDERS TO CREATE MEANINGFUL CHANGE

Marshalls Plc is the UK market leader in the manufacture and supply of concrete, natural stone and exteriorporcelain products for the construction industry. The business supplies paving, vertical walling, drainage,landscape protection and mortars and has led the industry in its ethical sourcing and sustainabilityprogrammes.

Whilst the principles of customer experience are well developed in the retail sector, in sectors such asconstruction, particularly in the B2B arena, customer experience is still an emerging topic and one that notall retail principles apply easily to.How do you engage with and satisfy the end user or installer of your product when they are not the transactional customer? How do you drive an unrelenting commitment to quality of service into teams whonever interact with the customer? And how can you make improvements further down the chain when thecustomer also needs to create change in their own organisations to drive improvement?

Gemma will share insights into Marshalls unique B2B customer experience journey, particularly focusing onan extensive time and motion study conducted to identify opportunities for improvement and initiativesundertaken to partner with key stakeholders both inside and outside of the business to drive outstandingcustomer satisfaction.

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CLOSING KEYNOTE

JAMESBAMPOS

Customer ExperienceTransformation

Executive

THE TRANSFORMATIONAL ROLE OF CXMany B2B companies have traditionally been dependent on product quality and innovation, andthe overall ease of doing business, while a factor, had not been a primary driver of customer satisfaction. With the transformation of B2B companies offering products through consumption models and lower touch sales transactions, the overall customer experience is becoming more critical to business success. B2B companies are now becoming more dependent on providing a better customer experience by improving overall ease of doing business to maintain customers, grow revenue, and lower cost. B2B companies can nolonger depend on the product only, as the customer experience is becoming a major factor in maintaining and growing market share. We will discuss how this transformation to a more customer centric model will help improve both the B2B company and customer success.

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