The Case for Interaction Analytics in B2B Selling

Most businesses know how to leverage Interaction Analytics within the call center, but do you know how to leverage it in the B2B field sales environment?

While marketing, purchasing, and other strategic departments know how to take the insights from Interaction Analytics and apply it to decision making, we find most customers miss taking the same insights into the B2B sales field for that added competitive edge.

Here are the top 3 ways to leverage Interaction Analytics in an RFP situation:

Drill down to customer satisfaction

Document the top three reasons your customers are satisfied with your product offering. Providing prospects with this type of insight shows how in tune your business is with its customer base. Most companies have anecdotal ideas on what makes their customers happy, which is why in most RFPs this type of information is not requested. However, being able to provide prospects with quantifiable data outlining why your customers are satisfied, and drilling down to specific examples of how your company plans to enhance the elements that makes your customers happy, is incredibly powerful when presented to prospects. Further, these are insights they get excited about because they see what you can provide them regarding their product on a regular basis.

Generate and share insights on the competition

Analyze and share feedback received from customers about your competitors – prospects are always impressed with any company who has their finger on their “competitive pulse.” Showing prospects that your company is not dependent on published competitor information because it can generate its own insights is powerful. Prospects love when their business partners can feed them insights. This doesn’t just show your company’s technical edge but also your competitive edge and ability to stay one step ahead of competitors.

Use dissatisfaction as a springboard for satisfaction

Often times prospects like to see a steady line of increased customer satisfaction that is supported by actions outlining how the needle moved. Having quantifiable insights into why your customers are dissatisfied, and being able to implement change management processes to turn around customer dissatisfaction, shows prospects that your company is forward thinking, creative, and most importantly puts your customers’ needs as top priority.

Most RFPs will never ask for these types of insights because they may not be fully aware of what Interaction Analytics can provide. Most if not all companies will just answer the questions on an RFP, however, being able to not just answer them but go above and beyond with deeper, quantified insights gives your company and any other company the upper edge in any run off where RFPs are involved.

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