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Waypoint Group's B2B Customer Experience Blog

  • Why are you using a B2C approach and solution for B2B Customer Feedback?

    By on February 1, 2018

    If your company sells products and services to other businesses (B2B), are you confident that your customer engagement process is utilizing an effective B2B approach?  Many companies make the mistake of relying on their own experiences as consumers to implement “survey” programs in their businesses.  But B2B is a completely different structure than B2C, and you’re most certainly missing out

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  • Advocamp: Top 3 Customer Advocacy Tactics for 2018  

    By on January 11, 2018

    Customer advocacy, listening, engagement, and experience (CX) are hot topics in 2018. These terms were surely overused last year but they highlight a heightened awareness of the Customer Voice. It’s clear that brand affinity is increasing in power especially as competition heats up in many product and service categories. With the new year underway, do you have your  Customer Advocacy plan in place?

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  • Great way to increase your B2B NPS/Customer Survey Response Rates

    By on January 2, 2018

    I am often asked, “What’s a good response rate for my B2B NPS/Customer survey?”  Since we know that response rates can be a potent indicator of renewal and expansion, improving from the “typical” ~15% in B2B environments often leads to accelerated rates of corporate growth.  A well-oiled program will see participation (i.e. response) upwards of 80%+ at the contact-level, and

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  • ICYMI: HBR on the value of long-term thinking

    By on December 21, 2017

    We know that true/organic “customer loyalty” is a longer-term play.  As one example, a company can invest in short-term promotions and shell-games to pull in deals “this quarter,” or they can invest in building their “advocate army” and reap the rewards of accelerated profitable growth.  The latter takes longer and isn’t likely to show strong results “this quarter” but will

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  • Critical 5-minute McKinsey read for any B2B Exec that doesn’t prioritize customer loyalty

    By on December 5, 2017

    I recently ranted about how to best accelerate profitable growth (Accelerating profitable growth: How to tip the scales in your favor), “…we know that good Merger & Acquisition activity can accelerate top-line growth… but considering the investment, is it profitable (or at least “optimally efficient”) growth, and with a better ROI than true customer loyalty?  I’ve not seen good evidence (anyone have

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    Waypoint Group

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