#68: How to Build Effective CX Programs

In this episode of the B2B Insights Podcast, Louise Walton-Coy, Research Director at B2B International, speaks with Ryan Davies, Senior Business Transformation Manager for Customer Experience at Rotork, about the evolving role of customer experience, the growing importance of Voice of the Customer programs and how CX research can help organizations make more informed decisions. With nearly two decades of experience across customer experience, Ryan shares his perspective on how CX has evolved from a traditional customer service function into a strategic discipline that spans every customer touchpoint. He also discusses how Rotork uses customer insight to identify improvement opportunities, prioritize action and strengthen customer relationships. Through a combination of transactional and relationship-focused research, Rotork has developed a robust Voice of the Customer program that helps the organization better understand customer needs, benchmark performance and drive meaningful business change. Hear Louise and Ryan discuss the challenges and opportunities facing CX teams today, the importance of turning insight into action and why customer research remains a critical component of any customer-centric strategy. Key discussion points: How customer experience has evolved beyond traditional customer service functions The key differences between B2B and B2C customer experience strategies Why Voice of the Customer research is essential for identifying priorities and driving change The value of benchmarking CX performance against competitors and broader industry standards Looking beyond metrics to understand the reasons behind customer sentiment How Rotork uses CX research to improve customer satisfaction and support business transformation initiatives The importance of storytelling when presenting customer insight to stakeholders Why AI should enhance, rather than replace, the human side of customer experience

In this episode of the B2B Insights Podcast, Beata Miklosz and Niklas Heitland from B2B International speak with Dr Christine Wübben, Postdoctoral Researcher at the University Hospital Bonn, and Sandra Lewash, PhD Researcher at the University Hospital Bonn, about the role market research can play in transforming scientific discoveries into commercially viable healthcare innovations. The discussion focuses on COLDEX, an innovative antiviral nasal spray project developed within the ImmunoSensation Cluster of Excellence. Having demonstrated the scientific feasibility of their technology, the team partnered with B2B International to better understand market needs, validate key assumptions and identify the most promising routes to commercialization. Through a program of market research involving healthcare professionals, patients and other stakeholders, the team gained valuable insights into target audiences, market opportunities, adoption barriers and strategic priorities for future development. Hear Beata, Niklas, Christine and Sandra discuss how market research helped shape the project's direction, reduce risk and strengthen confidence in key innovation decisions. Key discussion points: How COLDEX evolved from fundamental immunology research into a real-world healthcare innovation Why scientific evidence alone is not enough for successful market entry The importance of validating assumptions before making major development and investment decisions How market research helps innovators understand user needs, commercial potential and regulatory considerations Lessons learned from engaging healthcare professionals, patients and other key stakeholders Why prevention-focused innovations can present unique market adoption challenges The value of introducing market research earlier in the innovation process Advice for researchers and innovators looking to bridge the gap between scientific discovery and commercial success

In this episode of the B2B Insights Podcast, Senior Client Partnerships Director Simi Dhawan speaks with Trevor Glue, Marketing Director at Ricardo, about the challenges B2B organizations face during acquisitions - particularly around brand perception, integration, and ensuring teams are aligned. Recently, Ricardo acquired E3 Modelling, and B2B International supported the organization through a program of brand equity research to understand market perceptions and guide strategic decisions. After acquiring E3 Modelling, B2B International supported Ricardo, a global consultancy operating across transport, energy and climate sectors, through a program of brand equity research to understand market perceptions and guide strategic decisions. Hear Simi and Trevor discuss the business challenges prompting the research, the most valuable insights gained, and how the findings helped guide strategic decisions at Ricardo. Key discussion points: Why unbiased external research is essential during acquisitions Understanding and validating the brand equity of an acquired company How research helps reduce post‑acquisition brand confusion Bringing internal teams and acquired employees on the journey Turning insight into strategic, operational and marketing decisions Why objective research prevents costly long‑term mistakes Lessons learned for organizations planning similar brand‑equity projects

In this episode, B2B International's Conor Wilcock and Jennifer Strange discuss how B2B organizations can better assess and improve customer experience (CX). They cover the challenges of measuring CX in complex environments and share practical steps for building effective CX research programs.

In this episode, B2B International's Thomas Grubert and Louise Coy share some important considerations when using AI, particularly in market research, and discuss some current pitfalls and future challenges to be aware of.

In this episode, B2B International's Conor Wilcock and Simi Dhawan discuss the challenges marketers face when targeting B2B buyers and how they can use segmentation to overcome these challenges.

In this episode, B2B International's Louise Coy and Jennifer Strange discuss common myths and misconceptions about brand research, share their favorite frameworks for effective brand research, and explain how to make brand research actionable.

In this episode, B2B International's Beata Miklosz and Niklas Heitland share their favorite strategic frameworks to develop winning value propositions.

In this episode, B2B International's Conor Wilcock and Oliver Truman dive in to the findings of the 2024 Superpowers Index to discuss the big trends in B2B and what makes the difference between winning and losing in 2024. Download the free report > The 2024 Superpowers Index | B2B International

In this episode, B2B International's Kim Arend and Pete Mullarkey discuss the steps researchers can take to ensure B2B research respondents are who they say they are and provide reliable and accurate insights.