As The Conference Board CEM event continues, we're now shifting from a strong consumer brand focus to B2B with Pam Clifford, Executive Vice President - Wholesale Customer Stategies and Marketing, Wells Fargo & Company.
I love Pam's point that one of the unique challenges in B2B is that those of us who work on the customer experience are more disconnected from customers because we don't ever have the experience ourselves. In consumer products it's a bit different because we can often literally be customers and so at least have a sense of what it looks like from that side of the world. The upside of this is we can be more objective since our work isn't colored by our own biases as consumers.
On the wholesale side, Wells Fargo uses a great balance of customer listening posts to understand the experience as customers see it. They use quantitative survey research, traditional focus groups, customer laboratories, and ethnographic research (observational research while immersed in the customer's physical environment).
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