Eat Your Own Lunch

The B2B Client Experience Handbook

Nathalie Schooling, Brendon Bairstow-Klopper, Phillipa Mitchell

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English

Nlightencx
24 November 2022

Behavioural economics; Business strategy; Customer services

Most businesses focus on the organisation instead of their number one asset, the customer. This inside-out approach puts you at risk of high customer churn and often results in having to invest in an expensive client acquisition strategy. It has, however, long been accepted that it is far more cost-effective to retain customers than attract new ones. Acquiring a new customer can cost you five times more than retaining an existing customer. If you want to avoid going down this expensive road and stay ahead of your competitors, having a robust strategy geared toward client retention, risk mitigation, and identifying cross and up-sell opportunities should be your number one priority. If you were to draw back the curtain and take a peek at what goes on behind the scenes at an organisation that not only delivers exceptional client experiences but delivers them consistently, you would find a tightly interconnected network of carefully thought-through, designed, implemented, continuously monitored, measured and refined closed-loop interactions - otherwise known as a CX strategy. Having a holistic plan to increase satisfaction and engagement at all stages of the customer's journey with your brand - and working from the outside in to make those experiences memorable, measurable, and consistent - will go a long way in ensuring your organisation's future success. While this strategy will differ from one business sector to another and vary according to where in their journey the customer might be, there is no end to what you can do to make every client interaction with your brand a high-quality one. The nett effect of a customer or client who feels valued is a direct and positive impact on an organisation's bottom line. Get it right, and you will experience noticeable growth in your overall market share, a boost in the value of your brand, and build overall business resilience. Get it wrong, and, well, we all know how that story ends.

By: Nathalie Schooling, Brendon Bairstow-Klopper
Edited by: Phillipa Mitchell
Imprint: Nlightencx
Dimensions: Height: 229mm, Width: 152mm, Spine: 15mm
Weight: 413g
ISBN: 9780639708553
ISBN 10: 0639708552
Pages: 226
Publication Date: 24 November 2022
Audience: General/trade , ELT Advanced
Format: Paperback
Publisher's Status: Active

"Nathalie is an experienced customer service strategist, trainer, and improvement specialist with more than 25 years experience in the customer service and experience industry. She founded nlightencx in 2005, which she has grown into a multiple award-winning customer experience company, recognised as one of South Africa's leading CX enterprises. Her extensive experience in the South African corporate environment translates into a unique understanding of the challenges facing modern businesses and the increasingly competitive environment in which they have to operate - which allows her to apply proven customer service principles to help them overcome those challenges. In 2020, Nathalie was recognised as a top 150 global thought leader by the International Customer Experience Management Platform, Survey Sensum. In 2021, she was selected as one of the top Global CX influencers to follow by the international publication, The Awards Magazine, and was also featured in the CX Hall of Fame. Brendon Bairstow-Klopper has more than 18 years experience across a number of customer service fields. His vast and diverse cross-sector background affords him an in-depth understanding of the expectations of clients and consumers. Brendon's strong strategic abilities and keen business insights give him the ability to convert theoretical knowledge into practical execution with successful outcomes. With a laser focus on the interventions needed to improve upon a customer experience, Brendon's sought-after expertise has successfully been translated into actionable strategies for various global clients. ""My favourite thing about CX is that when done right, it's constantly pushing you as a company to be better, to do more, and to be held accountable for the promise you make to your clients. I'm also a creative, and I love coming up with very specific ideas and tailored solutions for our clients. It's not a -one-size-fits-all fix, and that's what makes what we do so specialised and dynamic."""

Reviews for Eat Your Own Lunch: The B2B Client Experience Handbook

Nathalie and Brandon have captured all CX elements and presented them in a manner that is useful for any business that is committed to its continuous improvement. Whether just getting started or already with a mature CX capability, I recommend Eat Your Own Lunch to help you on your way. Anton De Wet - Chief Client Officer, Nedbank RBB Nathalie and Brendon's Eat Your Own Lunch is full of smart, memorable and deeply informed CX advice. These two experts offer ideas at all levels, from general ways to orient yourself (like seeing your business from a client's point of view) to specific procedures (such as customer journey mapping). Nathalie and Brendon ask important and provocative questions, provide links to online activities, and in many other ways, engage with their readers. They show in detail how a planned, purposeful and holistic approach to CX can lift your business - and their passion is inspiring! Greg Fried, Co-Director, Skillfully I ate up every word from the book! It reminded me again why I love what I do - so much. Nathalie and Brendon have a very effective approach to getting key concepts across in an easy-to-understand way. I appreciated the deep dive into employee satisfaction and experience - it is such a crucial aspect of CX strategy. I love the practical tools throughout the chapters! I know that seasoned CX practitioners, whether in B2B or B2C, and newbies will all get value from this book. And business leaders even more so. I can see CX'ers leaving copies of Eat your own Lunch strategically in the CEO's office. Marnitz van Heerden, Head of Customer Success, Luno