Customer Experience (CX) Growth Group: Committee Meeting

Creating growth, and adding shareholder value is undergoing a new transformation through Marketing’s role in Customer Experience. While Sales are often weighted toward new acquisition, Marketing's role is to see and enhance the overall experience: for both customer acquisition and customer retention – or Customer Experience or CX. So many Brands pay lip service to Customer Experience, so few do CX well, and those that do are rewarded by investors and share holders.

In 2021, ANA Business Marketing Practice adds a new Customer Experience Growth Committee, open to B2B Members, B2C Members, and select MSP Members to come together, drive growth, and share peer to peer practice.

Jump starting 2021, this December Event is the “soft” launch of this group, open only to the first twenty-five registrants, who want to come together, hear from Industry Leaders, and help shape the direction of this new group. A group survey and discussion on the direction of this new group will be followed by one featured presentation.

Hosted by: Customer Experience Chairs:

April Crichlow
Global VP and Head of Marketing
SAP SuccessFactors

Rob Markey
Partner 
Bain & Company 

I. CUSTOMER EXPERIENCE BEST PRACTICE SURVEY AND DISCUSSION

Bill Zengel
SVP
ANA

II. HOW TO SUPERPOWER CUSTOMER EXPERIENCES IN B2B

Today’s B2B buyers are more sophisticated, emotional, and complex than ever before. Due to the rapid rate of digital transformation, B2B buyers have grown to expect more consumer-like experiences that deliver a ‘personal value add.’ It’s now incumbent on B2B brands to make customer experience (CX) a priority on all levels, from the moment a customer decides to explore their products online to the final step of the customer journey and every interaction in between.

To help marketers architect superior customer experiences, Merkle B2B conducted a robust exploration into the modern B2B customer to identify the ingredients that matter most when orchestrating compelling customer experiences.

Drawing from over 3,000 interviews with recent B2B buyers and decision-making influencers across nine countries and four industries, B2B International and gyro identified the ingredients that superpower customer experiences and add-value at different stages of a buyer’s journey.

In this session, we will provide actionable intelligence and comprehensive insight into what adds value to the B2B buyer’s experience – on a personal and professional level.
Attendees will also gain:

• An understanding of how customer experiences currently work in key B2B categories
• How specific brands perform against category benchmarks and each other
• How to optimize against the category and step-change the category

Speakers:

Nick Hague
Head of Growth
B2B International, a Merkle Company




Simon Calvert
Chief Strategy Officer, U.K.
gyro: a Merkle Company

III. QUESTION AND ANSWER: NEXT STEPS

Bill Zengel
SVP
ANA