B2B Customer Engagement Directors Forum

 May 11th  2011, Gallup Centre,London

 'How the rules of B2B Customer Engagement are changing' 

 

 

The conventional wisdom is that when buying for a business (B2B), customers are primarily concerned with objective factors such as price, speed, and efficiency. Only when people buy things for themselves (B2C) do they get emotional about their purchases. This thinking is wrong, dangerously wrong.

Gallup uncovered in a study of thousands of business-to-business relationships some worrying statistics - and these are statistics that need to be addressed:  little more than one in five (22%) of B2B customers are engaged, and only 13% are fully engaged.

The reason that such a small percentage of B2B customers are emotionally engaged is because only a small percentage of B2B companies focus on engaging customers. The other B2B companies subscribe to the conventional wisdom, believing that they need to appeal primarily to price, speed, and efficiency.

In fact, B2B customers are arguably more open to becoming engaged than business-to-consumer (B2C) customers, and with the continuing proliferation of channels to market including the rise and rise of social media and mobile channels, the ways of engaging those customers are increasing.  B2B organisations need to concentrate on customer engagement strategies in a multichannel environment. Engagement is the name of the game for today’s B2B customer. The world of customer relationships is changing - fast

The Customer Engagement Club’s B2B Customer Engagement Directors Forum will investigate and interrogate this rapidly changing face of B2B Customer Engagement and look at how the sea change in B2C customer relationships brought about by the likes of social and mobile channels is impacting on the B2B space.

Delegates to our B2B Customer Engagement Directors Forum will learn:

• How to use the multichannel environment to engage B2B customers
• The lessons that can be learned from B2C Engagement
• How to build profitable B2B relationships that last
• The key to listening to B2B customers and feeding back on the feedback
• Where social media fits into the B2B customer engagement space
• How to implement overall B2B strategies to gain competitive advantage
• How to quantify the business benefits from creating more fully engaged B2B customers

Speakers todate include:

Richard Robinson, Industry Head of B2B Marketing ,Google

Anthony Thomson, Chairman of Metro Bank, (case study)

Dorothea Gosling, Director, Marketing & Communications, CSC, (case study)

Ed O’Boyle, Global Practice Leader, Brand and Customer Engagement, Gallup Consulting

Simon Cook, Regional Practice Manager, EMEA, Interactive Intelligence

Parin Mody, Global Director, Business Development, mardevdm2

Simeen Kadi, Group Head of Marketing, Carbon Trust  (case study)

Chairman: Steve Hurst, Editorial Director, Customer Engagement Club 

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Date: Wednesday 11th May, 2011
Time: 9:30am – 5:00pm
Venue: Gallup Conference Centre, The Adelphi, 1-11 John Adam Street, London WC2N 6HS Directions

 

 

Free to attend for senior customer engagement and employee engagement professionals 

For speaking enquiries contact Steve Hurst steve@ictcomms.com  and Chris Wood chris@ictcomms.com for all other matters