Jacobs Douwe Egberts - Your 5-step plan to the ideal B2B customer experience

Transcript

1. 5 STEPS TO THE IDEAL B2B CUSTOMER EXPERIENCE
2. anouk.delange@jdecoffee.com linkedin.com/in/anoukdl
3. AGENDA Introduction • The world of digital (how we see its potential) Join me on a journey • Unified omnichannel experience • Sustainability-driven storytelling • Consultative concept selling approach • Efficient and transparent processes • Continuous feedback loop Key Take-Aways
4. WELCOME TO THE WORLD OF DIGITAL
5. THE WONDROUS WORLD OF DIGITAL TODAY 8.21 BILLION 5.56 BILLION 67.7% 5.24 BILLION 63.8% PEOPLE ON THIS PLANET INTERNET USERS ACTIVE SOCIAL MEDIA USERS
7. IN THE NETHERLANDS AS MANY PEOPLE VISIT GOOGLE FOR WORK TODAY AS THERE ARE PEOPLE WATCHING TV
8. HOW MANY DO YOU THINK SHOP ONLINE FOR WORK? …% ?
9. HOW MANY DO YOU THINK SHOP ONLINE FOR WORK? 68 %
10. LAST YEAR, OVER 50% OF JDE PROFESSIONAL’S NEW CUSTOMERS MET THE BRAND ONLINE FIRST
11. WHAT DAY OF THE WEEK DO YOU THINK THEY ORDER ONLINE MOST?
12. EVERYONE BUYS THEIR COFFEE ON MONDAY! TEA & QUOTES ARE HIGHEST IN DEMAND ON TUESDAY
13. JOIN ME ON A JOURNEY
15. A 5-STEP PLAN TO THE IDEAL B2B CUSTOMER JOURNEY Unified omnichannel experience Sustainability-driven storytelling Consultative concept selling approach Efficient and transparent processes Continuous feedback loop
16. STEP 1: CREATE A UNIFIED OMNICHANNEL EXPERIENCE Integrate all channels: (website, media, email, in-person) into one cohesive strategy Key Tactics: • Centralized CRM to personalize messaging • Tailor content for every stage of the buyer’s journey • Consistency across all communication channels Result: A unified experience that builds trust and guides the customer from awareness to conversion effortlessly
17. ONE EXPERIENCE DELIVER A TRULY UNIFIED COFFE & TEA EXPERIENCE FOR YOUR COMPANY Responsibly sourced coffee that wins in taste. The most consumed coffee in the Netherlands COFFEE A great cup of tea is an integral part of our drinks portolio. Meet the Pickwick Professional brand TEA Cross-sell allows us to complete a customer’s experience by delivering on-brand complementary items CROSS-SELL Behind every seamless customer experience, sits a team of experts SERVICE JDE Professional is the only supplier of all B2B brewing systems in the market MACHINES The perfect experience comes with perfect fulfilment. That is why we deliver via a six route to markets FULFILMENT COFFEE TEA CROSS-SELL FULFILMENT MACHINES SERVICE
18. UNIFIED OMNICHANNEL COMMUNICATIONS PRINTED MEDIA CHARITY EVENTS ROADSHOWS CUSTOMER COLLABORATIONS DIGITAL CAMPAGNES
19. STEP 2: SUSTAINABILITY-DRIVEN STORYTELLING Sustainability isn’t just a trend—it’s a key differentiator Key Tactics: • Share authentic stories around sustainability efforts and achievements • Highlight eco-friendly product features and processes • Use your sustainability initiatives to connect emotionally with customers Result: Create a meaningful connection with customers who share your values >> enhancing brand loyalty
21. STEP 3: CONSULTATIVE CONCEPT SELLING APPROACH Shift to a Consultative, Solution-Focused Selling Approach Move away from focusing on transactions and become a trusted advisor to your customers Key Tactics: • Use data and AI tools to understand customer needs • Develop interactive resources like ROI calculators and product configurators • Offer personalized consultations and educational content Result: Customers feel heard, valued, and more confident in making long-term investments with your brand
22. MEET MY JDE THE FULL-SERVICE PLATFORM WE GIVE TO ALL OUR CUSTOMERS – FOR FREE Know your machines work and if they don’t, what’s happening to fix it PERFORMANCE Completely transparent and up to date insights SERVICE Why do they drink so much espresso at finance? Find out what hot drinks are favourites in your company and adjust your solution to match CONSUMPTIONS SERVICE PERFORMANCE CONSUMPTIONS
25. STEP 4: EFFICIENT AND TRANSPARENT PROCESSES Customer satisfaction is built on clarity and speed: Deliver Fast, Transparent, and Efficient Interactions Key Tactics: • Provide self-service options for tracking orders and accessing support • Ensure transparent pricing and real-time updates throughout the purchase journey • Use automation to simplify routine tasks and keep customers informed Result: Empower your customers with control, build trust, and reduce friction in their journey
26. STEP 5: CONTINUOUS FEEDBACK LOOP Feedback is the fuel for improvement: Always Evolving with Customer Insights Key Tactics: • Regularly collect feedback via surveys, NPS, and satisfaction polls • Analyze the data to identify areas for improvement • Act on feedback and communicate the changes to your customers Result: A customer journey that evolves based on real customer needs, fostering loyalty and satisfaction.
27. STEP 5: CONTINUOUS FEEDBACK LOOP
28. WHAT’S NEXT Start now: Take the first step by assessing where your current overall (not just digital) customer journey stands and identify areas for improvement • Unified omnichannel experience • Sustainability-driven storytelling • Consultative concept selling approach • Efficient and transparent processes • Continuous feedback loop
29. WHAT’S NEXT Increased Customer Loyalty: • Engaged, satisfied customers who return time after time Higher Conversion Rates: • A seamless, personalized experience boosts trust and drives sales Stronger Brand Perception: • Sustainability and consultative selling position you as a thought leader Continuous Improvement: • Ongoing feedback ensures your approach is always in tune with customer expectations