Rubrika: B2B
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Why it’s better to entrust customer interviews to an independent agency rather than your sales representative
Why companies underestimate feedback Every B2B company claims to know its customers. Yet, according to Bain & Company, 80% of companies believe they provide an excellent customer experience, but only 8% of customers agree. That is a huge gap between management’s perception and market reality. One reason this gap arises is the way companies collect feedback. […]
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Customers will tell you more than you expect: how in-depth interviews reveal hidden motivations
Why what customers say out loud isn’t enough When a B2B company asks its customers, it often hears answers such as: “Price is the deciding factor.” “Machine performance is key.” “We need reliable deliveries.”However, these are often just the rational arguments that the customer mentions first. Beneath the surface, though, lies something more – the real […]
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From hypotheses to facts: how customer interviews help shape marketing and new websites
Why companies rely on assumptions When a B2B company launches a new marketing strategy or invests in a new website, it usually bases its decisions on internal impressions. “Our customers want a modern design.” “Price is the deciding factor.” “Technical specifications are the most important thing.”But these are often just hypotheses – assumptions that have never been verified. According […]
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How to avoid costly mistakes in product and service development through telephone interviews
When a good idea isn’t enough How many companies have already invested millions in developing a product that customers ultimately didn’t want?According to the Harvard Business Review, up to 95% of new products fail. Not because they are technically flawed, but because they didn’t solve the customer’s real problem. In the B2B environment, where we’re dealing with […]
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An in-depth interview as the best use of a working day: examples from B2B practice
One day that will save you months of trial and error Most CEOs and owners of B2B companies are grappling with how to drive sales and marketing forward. They often consider a new website, a campaign or attending a trade fair. Yet there is one activity that can deliver far greater value – and it costs you just […]
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Why B2B companies are often afraid to call their customers – and how we can help them with this
Fear that costs millions At first glance, it seems simple: pick up the phone and ask the customer what suits them and what they would like to see changed.Yet in the B2B environment, very few companies actually do this. Why? According to Bain & Company, 80% of companies believe they provide an exceptional customer experience, […]
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How in-depth conversations can speed up the sales cycle and help your salespeople sell more effectively
Why is the sales cycle in B2B so slow? You sell machinery, technology or complex solutions. The purchasing process in manufacturing and industrial companies is lengthy – it can take months from the first contact to the signing of the contract. The reason? Customers hesitate, compare options and seek certainty. According to Forrester Research, 74% […]
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10 customers can tell you more than a year’s worth of marketing campaigns: the power of in-depth interviews
The gap between assumptions and reality Many B2B companies invest hundreds of thousands or even millions in marketing campaigns, website redesigns or trade fair participation. And yet, they often lack the most important thing – a clear understanding of the customer. According to a study by Bain & Company, 80% of companies believe they provide customers with […]
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The 5 most common mistakes companies make when gathering customer feedback
Feedback as a strategic tool Every B2B company claims to know its customers. The reality, however, is often quite different. According to the Harvard Business Review, up to 95% of new products fail because companies have failed to properly understand what the customer actually needs.Feedback is therefore not just a ‘nice to have’ – it is a strategic […]
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Why most B2B companies don’t know their customers’ real needs (and how to fix this through interviews)
The gap between perception and reality Owners and directors of B2B manufacturing companies often believe they know their customers inside out. After all, they have been working with them for years and sales staff are in daily contact with them. However, practice shows something quite different. According to a study by Bain & Company, up to […]