The other week I presented at an international chemical conference and the topic was ‘differentiation in an undifferentiated market’. The main thrust of the presentation was on using customer experience to differentiate in the marketplace. Howeve...
On any working day, the average full-time employee is likely to spend at least 50% of their waking hours at work. Let that sink in. That’s 50% of our precious time accounted for every working week; time that could be spent doing the things we love,...
Around 50% of the work that we do at B2B International directly involves the customer experience. A customer experience project can consist of a wide range of elements. Often, at stage one, our core aim is to understand and measure the customer exper...
How many times have you had to sit down and go through a long PowerPoint deck full of facts, figures and charts? Do you remember many of them? If not, chances are the deck was missing a key element. A coherent story. Storytelling has become an essent...
4 B2B Marketing Ideas for a Merry Christmas Christmas is only a few weeks away. It might not yet be snowing outside, but the festive season is already in full swing – at least in the advertising industry. With Christmas being the most anticipated e...
An email landed in my inbox last week which started with: “From today Vodafone will be changing our brand positioning for the first time in eight years from ‘Power to you’ to ‘The future Is exciting. Ready?’”. It certainly caught my atten...
If, as Peter Drucker famously once said, a company’s culture really does “eat strategy for breakfast”, then Ryanair’s culture must have a pretty full belly at the moment, having gorged contently on its ‘always getting better’ customer str...
It is often said that standing still is the same as moving backwards, and without knowing where you are currently, it is hard to move forward. For a business, this means capturing measurable and trackable customer feedback e.g. KPIs such as NPS and s...
It’s no secret that our purchasing decisions are not only based on rational reasons, but also emotional ones. Why else would we buy an enormous SUV that makes finding a parking space in the city centre impossible? Or why do some of us purchase a ne...
Open innovation is a popular technique for coming up with breakthroughs to solve tough problems. A team of specialists in a single field will approach the problem in much the same way, leading to a finite list of possible solutions. Add in experts fr...
