The high watermark for customer relationship experience
A major oil company creates an industry-leading branded customer relationship experience in its B2B offshore lubricants division that drives customer retention and higher spend.
Developing a sustainable and defendable competitive advantage in the offshore lubricant market was an important plank in supporting new innovative lubricants used by offshore drilling and vessel operators that needed to adhere to exacting environmental standards. Management knew a combination of product and experience would command higher prices and that competitors would try and neutralise any points of differentiation via pricing. Management turned to Focus Solutions for support.
Our approach was to involve internal knowledge-holders with high levels of technical knowledge and customer-facing experience to decipher often complex product features and user benefits – afford invaluable insight into existing customer relationship. This was followed by deep-dive qualitative interviews with prospects and customers to explore areas of satisfaction and dissatisfaction with the status quo, together with an analysis of the implications flowing from changes in regional environmental legislation.
The solution was to define what an excellent end-to-end customer relationship experience looked and felt like from the customer’s perspective – contrasting this with service levels provided by the company (and competitors) to prioritise improvement opportunities by customer segment that would resolve acknowledged elements of customer dissatisfaction. We supported a six-month improvement programme coordinating the introduction of new customer experience elements, changes to processes and systems, repurposing of resources.
Customer satisfaction rose from 78% to 92% 12 months following the introduction of the new customer relationship experience.
