Customer trends from the b2b frontline

Henk Gieskens
Senior Account Manager - Lyrical Communications

Lyrical Communications’ Senior Account Manager – Henk Gieskens – answers our Q&A on customer trends and keeping clients happy.

1:  What trends are you seeing in terms of what is important for customers?

One strong trend that has emerged from Covid is a combination of digital and in-person interaction between brands and consumers, whether this is B2B or B2C. The pandemic certainly sped up the expectation from both the sender and receiver. Because of this, support and value are more important than ever. Asking the right questions will result in making the life of our clients easier and supports their decision-making abilities. Our daily life decision-making is not that different to our personal decision-making.

2:   With the return of live events, are people still interested in digital?

Even before the pandemic, there was an increase in the use of digital technologies and platforms for a wide range of activities, including communication, entertainment, education, and commerce. This trend has likely been accelerated by the widespread adoption of digital technologies for various purposes during the pandemic.

It has also shown the power of in-person events and that we humans are social creatures by nature. We see that clients who have adopted campaign strategies that work with both are achieving a much higher level of engagement. Digital and in-person required each their own language and terminology, giving each the audience they deserve and they often fall into place like a jigsaw puzzle to enhance one another. Messages remain key.

3:   What is most important when it comes to looking after customers?

There are many factors that are important when it comes to looking after customers. Here are a few key considerations:

Meeting customer needs: It’s important to understand the needs and preferences of your customers and to strive to meet or exceed their expectations. This starts by asking the right question before suggesting a range of products or services that meet their needs. Market insight and campaign reporting are often overlooked but are very important in the next cycle and the next and the next.

Building trust and credibility: Customers are more likely to do business with companies that they trust and perceive as credible. Building trust may involve being transparent and honest with customers, following through on commitments, and demonstrating a commitment to ethical behaviour.

Listening to and addressing customer feedback: Customers appreciate it when businesses listen to their feedback and take steps to address their concerns or suggestions. It’s important to have systems in place for gathering and responding to customer feedback in a timely and effective manner.

Providing excellent customer service: Customers expect prompt, helpful, and friendly service when they have questions or issues. Providing excellent customer service can help to build customer loyalty and satisfaction.

And last but not least, providing value for money.

Overall, the most important thing when it comes to looking after customers is to consistently deliver a high-quality experience that meets their needs and exceeds their expectations. Although we offer the platform and support for our clients to tell their stories we should not forget that we also tell a story when engaging with the client.

4:  What is your background and how has this helped you in your career in sales?

It’s quite wide, from theatre to painting, to festivals to art. I think the undercurrent that I am discovering is to keep challenging oneself. That has helped my clients to find the right fit and it has definitely helped me to keep discovering and bring my best every day, whether it’s in business, in my personal or my family life.

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