{"id":36389,"date":"2015-03-09T09:58:49","date_gmt":"2015-03-09T09:58:49","guid":{"rendered":"https:\/\/www.spotonvision.com\/hoe-ervaren-b2b-klanten-customer-centricity\/"},"modified":"2024-03-15T09:48:51","modified_gmt":"2024-03-15T09:48:51","slug":"hoe-ervaren-b2b-klanten-customer-centricity","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/hoe-ervaren-b2b-klanten-customer-centricity\/","title":{"rendered":"Hoe ervaren B2B-klanten customer centricity?"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af5cdafabc68 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af5cdafabc68 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af5cdafabc68 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af5cdafabc68 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af5cdafabc68\">\n        <div class=\"dw_single_header_block_background\" style=\"background-color: #FFF8F7\">\n            <div class=\"container center dw_single_header_block_container\">\n                <div class=\"dw_single_header_block_columns\">\n                    <div class=\"dw_single_header_block_column left\">\n                        <div class=\"dw_single_header_block_breadcrumb\"><div class=\"breadcrumbs\"><\/div><\/div>\n                        <div class=\"dw_single_header_block_content title\"><h1>Hoe ervaren B2B-klanten customer centricity?<\/h1><\/div>\n                                                                    <\/div>\n                                        <div class=\"dw_single_header_block_column right\">\n                        <div class=\"dw_single_header_block_image\">\n                            <img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2024\/03\/My-Post-32-1-892x477.png\" alt=\"\" \/>\n                        <\/div>\n                    <\/div>\n                                                    <\/div>\n            <\/div>\n        <\/div>\n                <div class=\"container center dw_single_header_block_author\">\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/ingrid\/\" class=\"dw_single_header_block_author_avatar\">\n                <img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/66e7bdd985c96541a95d59aaa415ce2ebbdafdfe81d0526e9674812c32859200?s=96&#038;d=mm&#038;r=g\" alt=\"\"\/>\n            <\/a>\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/ingrid\/\" class=\"dw_single_header_block_author_date dw_font_firasans s16 w500 h16\">\n                Ingrid Archer &#8211; Published:&nbsp;March 09, 2015            <\/a>\n        <\/div>\n            <\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Benieuwd hoe B2B-klanten hun leveranciers ervaren? Nieuwsgierig welke branches koplopers zijn als het gaat om positieve B2B-klantrelaties en welke branches hekkensluiters? Tijdens het B2B Marketing Forum op 17 maart worden de resultaten van het onderzoek van TNS NIPO en SPOTONVISION naar B2B-klantervaringen gepresenteerd. Hier alvast een sneak preview van de uitkomsten.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">SPOTONVISION en TNS NIPO bundelden hun krachten en onderzochten hoe klanten hun B2B-leveranciers ervaren. Dit onderzoek is het derde in een reeks naar inzichten in klantrelaties op de zakelijke markt. Terwijl het onderzoek zich in 2013 richtte op het ori\u00ebntatietraject bij het afsluiten van grote projecten, lag de focus&nbsp;een jaar later&nbsp;op hoe contracten daadwerkelijk afgesloten worden. We zijn nu weer een jaar verder en het is logisch om het onderzoek \u2013 net als het koopproces zelf \u2013 ook een stap verder te brengen. Centrale vraag voor dit jaar was daarom \u2018Hoe ervaren B2B-klanten hun gekozen leveranciers?\u2019.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-heldere-boodschap-gewoon-netjes-behandelen\">Heldere boodschap: gewoon netjes behandelen<\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft\"><img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/sites\/2\/2015\/03\/linda_cornelissen-e1428911655225.png\" alt=\"\" class=\"wp-image-8229\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-size: inherit\">Aan het woord is Linda Cornelissen, B2B Expert Consultant bij TNS NIPO Business &amp; Finance. Ze licht een tipje van de sluier op van de uitkomsten van het onderzoek. Haar boodschap is helder: \u201cAls het gaat om klantervaring, verschilt de B2B wereld niet zoveel van de B2C wereld: heldere afspraken, duidelijke aanspreekpunten, beloftes nakomen en niet van het kastje naar de muur gestuurd worden. Gewoon netjes behandeld worden. Dat willen we toch allemaal?\u201d<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voor het onderzoek bracht TNS NIPO bijna 1.400 B2B-klantervaringen in kaart. TNS NIPO nam zeshonderd bedrijven uit negen branches onder de loep en binnen de branches zelf werden de bedrijven gebenchmarkt. Via online enqu\u00eates peilde TNS NIPO de ervaringen van de personen die daadwerkelijk veel met de leverancier te maken hebben \u2013 en in B2B is dat lang niet altijd degene die een handtekening onder de contracten heeft gezet.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-het-roer-om-met-klantkennis\">Het roer om met klantkennis<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Linda die zelf meer dan dertien jaar bij TNS NIPO werkt, vertelt met enthousiasme over de bevindingen van het onderzoek: \u201dIk vind het boeiend om bedrijven meer inzicht te geven in hoe de buitenwereld hen ziet, wat de omgeving van ze denkt en hoe ze overkomen. Dat wijkt vaak nogal af van het beeld dat ze van zichzelf hebben. Dus daar valt een hoop te leren.\u201d Linda erkent dat steeds meer B2B-bedrijven zich bewust zijn van de kracht en noodzaak van een positieve klantervaring: \u201cBedrijven realiseren zich dat ze klantervaringen moeten meten.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIn veel branches zie je sterke concurrentie van jonge, snelle ondernemers. Zij hebben geen ballast van bestaande systemen en werkwijzen, en kunnen hun diensten vlot en flexibel rondom de wensen van de klant inrichten. Dan leidt bij gevestigde bedrijven tot het besef dat het roer echt om moet, willen ze blijven voortbestaan in een veranderende markt. En dat kan alleen als je van product-centraal naar klant-centraal verschuift: customer centricity dus.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-bedroevend-en-hoopvol\">Bedroevend en hoopvol<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dat het gaat om <a href=\"https:\/\/www.spotonvision.com\/customer-journey-mapping-en-ontwikkelingen\/\" target=\"_blank\" rel=\"noopener noreferrer\">de klant centraal stellen<\/a>, is nog niet ingedaald bij alle leveranciers. De resultaten van het onderzoek liegen er niet om: in sommige branches is het droevig gesteld met de klantervaringen. De gemiddelde NPS-score in het onderzoek is -33, met uitschieters naar -75 voor een enkel bedrijf. Goede voorbeelden vinden we onder de accountants en de afvalverwerkers. Afvalwerkers?! \u201cDat was inderdaad ook niet de eerste branche waar ik aan dacht\u201d beaamt Linda. \u201dMaar waarom niet? Ze vervullen een essenti\u00eble taak en er zijn veel contactmomenten tussen klant en afvalverwerker. En dat komt de relatie ten goede.\u201d verklaart ze.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-wat-horen-we-17-maart-nog-meer\">Wat horen we 17 maart nog meer?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Linda \u201cWe hebben uiteraard niet alleen gevraagd \u00f3f de klantervaring positief of negatief was, maar w\u00e1t het positief dan wel negatief maakte. Dit geeft ons inzicht in hoe bedrijven zakelijke klanten kunnen binden en een voorkeurspositie kunnen verdienen als leverancier. Daarnaast hebben we gevraagd welke content de klant leest. We weten nu veel meer over welke media de klant gebruikt en waar hij zijn informatie vandaan haalt. Belangrijke inzichten voor het plannen van je content en je investeringen in de verschillende kanalen!\u201d<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Benieuwd hoe B2B-klanten hun leveranciers ervaren? Nieuwsgierig welke branches koplopers zijn als het gaat om positieve B2B-klantrelaties en welke branches hekkensluiters? Tijdens het B2B Marketing Forum op 17 maart worden de resultaten van het onderzoek van TNS NIPO en SPOTONVISION naar B2B-klantervaringen gepresenteerd. Hier alvast een sneak preview van de uitkomsten.<\/p>\n","protected":false},"author":12,"featured_media":40244,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[59],"tags":[],"class_list":["post-36389","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-journey"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.8 (Yoast SEO v28.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Hoe ervaren B2B-klanten customer centricity? | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"Benieuwd hoe B2B-klanten hun leveranciers ervaren? 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