The B2B Marketing Forum will be held on March 17th in Utrecht, and Marije van Donselaar, Marketing Strategy Manager at Nuon Business, will discuss how to create a customer-minded organisation in B2B. She will explore how companies can transform from a sales-driven, transaction-minded approach to one that places the customer at the centre.
What does it mean to be customer-minded in B2B?
Marije explains: “Sales teams will tell you they are customer-minded, but is that enough? Yes, we have great relationships and offer solutions, but real customer-mindedness impacts all departments. It’s a cultural shift where every team member considers the customer experience.”
She continues, “The focus must shift from product development to considering customer needs from the start. You should let customer feedback shape how you develop, sell, and engage.”
How to transform your organisation into a customer-minded B2B
Marije shares insights into how Nuon Business transformed their culture.
“It starts with market segmentation, based on real customer needs. The customer-minded organisation in B2B has to make decisions that prioritize customer experience at every step. Additionally, using the Net Promoter Score (NPS) helps us measure customer loyalty and experience at every stage. NPS helps us understand whether we’re truly customer-centric.”
The key to a successful customer-minded B2B organisation
Marije emphasizes the importance of a company-wide commitment to customer experience:
“Everyone must be involved. It’s not just about sales, marketing, or customer service. Every department has a role in contributing to the customer experience.”
Therefore, aligning efforts toward a common goal, like improving NPS, can help show a tangible impact on customer satisfaction and loyalty.
Why should marketers come to this event?
“There are not many really good B2B marketing forums. This actually is an important forum, a good place to gather new information and meet new people. I will be there to talk to colleagues from other branches, follow workshops and get inspired.”
Want to hear Marije’s story during the B2B Marketing Forum 2015?
Join us for the event and learn how B2B companies can embrace customer obsession.
This blog has also appeared on Marketing Tribune (Dutch only).