Customer Attuned Company Brochure

BUILDING TRUST IN BUSINESS-TO-BUSINESS RELATIONSHIPS

We specialise in helping our customers build better B2B relationships to drive mutual commercial value.

In B2B, we believe that Trust sits at the heart of a successful client centric strategy and the proposition is underpinned by trust-based relationships with customers, partners and colleagues.

Trust is a key dynamic in B2B relationship success, that works on a multi-level context on both sides of the relationship; we believe this whole heartedly and have had our research academically approved.

Internal capabilities and external relationships do not work in isolation, so we will work with you to embed trust into the way you operate; join up your capabilities; train your staff; align account teams; evaluate customer trust; and then develop more trust-based relationships for sustained mutual value.

THIS ETHOS WILL BE ENGENDERED IN DELIVERABLE-FOCUSED PROGRAMMES SUCH AS: Developing an in-depth understanding of the quality

Embedding the development of trust-based relationships

and level of trust in your B2B relationships

at the heart of your people capability framework

Applying a systemic approach to the management of trust-based relationships to deliver your proposition

Cutting edge capability improvements in your sales and customer management teams

Whatever your need, we can work with you at each step of the journey whilst being mindful that none of these areas work in isolation to each other and that trust is the common factor sitting at the centre of everything we do. www.customerattuned.com

Trust is dynamic and it can change, it operates as an ‘S’ curve over time. The diagram illustrates this, and how mutual value increases in each phase.

The ‘S’ Curve of Trust

To pro-actively develop Trust in a B2B context, firstly: you need to

IDENTIFICATION BASED TRUST

KNOWLEDGE / COMPETENCY BASED TRUST

EXCESSIVE TRUST

The Goldilocks Zone

RISK BASED TRUST

LEVEL

WHAT IS B2B TRUST?

RELATIONAL BENEFIT

ACADEMIC RESEARCH CORNER

EVERYDAY TRUST

Co-Existence

Shallow Dependence

Shallow Inter Dependence

Deep Dependence

be clear what it is. This definition of B2B trust provides that clarity.

Inter Dependence

Over Dependence

TIME & TYPE OF TRUST Source: Hollyoake M (2020)

“The willingness to be vulnerable to another party and the decision to engage in actions based upon an interpretation of their ability, credibility and the expectations of mutual value exchange over time.”

Trust is often included in vision statements

The sad reality is that trust is all-to-often

and corporate objectives, but not in a

compromised or even destroyed in the

way that is clearly defined or measured.

chase for quarterly sales figures and

Words and statements, however, don’t

market share. Recent research by Dr Mark

drive behaviour – they need substance in

Hollyoake, reveals that trust is the key to

your corporate purpose, mission & vision,

transforming commoditised, cost-obsessed

strategic objectives, and culture.

customer accounts into mutually profitable long-term business relationships.

Hollyoake, M. (2020)

THE BUILDING BLOCKS OF B2B TRUST: DEVELOPING TRUST INSIDE YOUR ORGANISATION Embedded Trust

Business Capabilities

Training & Development

BUSINESS NEED:

BUSINESS NEED:

BUSINESS NEED:

Trust is inconsistent or has broken down in

Make customer centricity and trust realities

A key pillar of all successful B2B companies

the company between management levels,

in the business rather than just nice words.

is the equipping of staff with the right skills

departments, or wider in the value chain

This means adopting a systemic approach

and capabilities to build and manage trust-

e.g. with suppliers or intermediaries. No

(end-to-end and joined-up) to develop

based relationships that uphold the brand

one is in agreement and a battle of wills is

agile tools, business capabilities and the

promise.

affecting client relationships and company

right culture to deliver compelling, relevant,

performance.

omnichannel and mutually valuable

HOW IT IS DELIVERED:

experiences to customers, suppliers, staff,

Our suite of training programmes is tailored

partners and intermediaries.

to focus on the key areas of sales and

HOW IT IS DELIVERED: For trust to be truly embedded within the

customer management that will make a

way you operate and do business with

HOW IT IS DELIVERED:

your suppliers, partners and customers,

We deploy our proven systemic approach

everybody needs a common understanding

– the Trust Capability Builder - to optimise

We can deliver programmes in face to face,

about what it is and why it’s important. Our

the end-to-end customer experience,

blended, and virtual classrooms.

Trust DNA™ model and S Curve provide

enhance client profitability, and make

this basis for mutual knowledge and

your proposition more authentic. Partners,

commitment.

Distributors and Intermediaries will be more effectively and holistically managed, and

We develop with you an organisation-wide

trust strengthened throughout the Supply

programme that embeds trust in your ways

Chain.

of working and stakeholder engagement.

It is delivered through Trust Champions to

THE BENEFITS:

ensure that trust is woven into your culture.

Customer centricity and trust engineered

THE BENEFITS:

into your corporate purpose, culture, operating system and processes will deliver

More alignment, collaboration and

improved customer acquisition, retention

commitment to building trust for mutual

and depth of relationship.

value. Less silo behaviours, politics, shorttermism and back-covering.

difference to your business.

We can provide short, sharp, targeted training interventions or a series of interventions as part of a wider development programme or academy.

THE BENEFITS: Your people will develop the skills and confidence needed to enable them to build and maintain trust-based relationships that deliver on your brand promise.

WHERE WE’VE HELPED BUILD TRUST: A SELECTION OF OUR CLIENTS

DEVELOPING TRUST WITH YOUR CUSTOMERS, PARTNERS, INTERMEDIARIES & SUPPLIERS Sales & Account Management

Trust Evaluation

Trust Development

BUSINESS NEED:

BUSINESS NEED:

BUSINESS NEED:

A minority of large customers / key accounts

To understand, and then protect, the trust

See the commercial return on our trust

deliver enormous value, but there’s little

that has been earned, ensuring that it is

building efforts. Capitalise on it where

consistency in how they are managed, how

never compromised or lost in the chase for

it’s strong, build it where there’s potential

account management teams are configured,

sales performance, market share or cost

for more mutual value, and recover trust

or how the commercial process is applied.

cutting.

wherever it’s economically possible.

HOW IT IS DELIVERED:

HOW IT IS DELIVERED:

HOW IT IS DELIVERED:

A best-in-class Key Account Management

The B2B Trust Evaluator is more than just

The building blocks we’ve described here

programme that is tailored to your

another customer survey. It is built upon

need putting together in a way that ensures

company and co-designed with internal

over five years of academic research and

mutual value creation. There are builders,

sales champions that delivers the principles

works at multiple levels on both sides of

and there are master builders!

of segmentation, consistency in your

B2B relationships & partnerships. The

This element of what we do combines

commercial approach, effective planning,

triggers and critical incidents for deepening

the outputs from the Trust Capability

KAM competencies and compelling

or damaging trust are not the same (or

Builder and the B2B Trust Evaluator into

presentations.

have equal importance) across both sides

a tailored, business-cased blueprint for

of the relationship and within different

trust development to move customers up

THE BENEFITS:

levels of seniority and engagement, so this

the ‘S’ Curve of trust (or keep them in an

You will have everyone on the same page,

approach isn’t a “one questionnaire fits all”

optimally profitable position on it). Backed

delivering high quality Key Account Plans

solution – we dig in to what matters for the

with masterclasses and account-specific

through a team of highly qualified KAM’s

different stakeholder groups when it comes

trust & value development workshops, our

that fully understand how your customers

to building and protecting trust.

approach helps you become master builders

work, confident in the knowledge that they are activating KAM best practice and supported by subject matter experts.

THE BENEFITS:

of B2B trust.

The B2B Trust Evaluator will deliver you a

THE BENEFITS:

thorough understanding of your start-point

Improved retention rates and account-level

in each element of the B2B Trust DNATM

profitability. You’ll be able to shift from

Model, and thereafter track your progress

“selling stuff” to being trusted advisers co-

to B2B trust mastery. We will point you to

creating solutions to your clients’ business

where trust needs recovering, protecting or

problems – making you invaluable to their

developing internally and externally – all for

success. This will in turn enhance your

mutual benefit.

reputation, leading to more referrals and new business wins.

SOME EXAMPLES HOW WE HAVE HELPED OUR CLIENTS BUILD TRUST: Selling in a Virtual Environment

Tailored programme focused on managing customer relationships online and adapting the sales process.

• Developing Competitive Advantage • Pro-active online engagement • Building confidence behind the camera

rs Managing Custome rld Wo l in a Virtua

Customer Strategy & CRM Systems Implementation Every business has its own customer objectives which requires a unique customer journey and choosing the right CRM to support those needs.

• Customer journey mapping • Systems analysis • Data & Technology

firm A leading Insurance ining tra pth de in d uire req account key al ion dit taking tra physical management from the . rld wo ual virt to the s • Virtual Presentation iques hn tec e ag gu • Body lan rt po • Building rap

12 month programme for c.60 members of a leading healthcare provider’s account teams to improve their capability to develop and manage trust based relationships.

• Face-to-face and virtual classroom sessions • Supported by leaders’ workshops and coaching • Adapted for engagement in a virtual world

y Trust Evaluation Surve

Supplier / Customer ll when relationships work we ned. the partnership is alig

Sales Strategy Development Design and facilitation of two workshops to act as a catalyst to support a journey towards becoming a more sales focussed organisation.

• Review of sources of business in current environment • Impactful sales messages pre, during and post the sales process • Identifying and sharing of good sales practice

Sales & Account Management Programme

• Qualitative survey tegies • Clearly defined stra

Developing Internal Talent

Customer Centric Strategy

heart of Placing Trust at the gy. ate str r me your custo t centric en cli a g • Co-creatin strategy level of trust • Measuring the ip sh on in the relati measures st • Integrating tru I’s KP ur yo o int

MARK HOLLYOAK 2020

s • Roadmap to succes

Converting a face-to-face business to online during lockdown presented unforeseen challenges. Key focus on KAM development and new business strategies.

• People capability competences • KAM auditing • Coaching

MEET THE TEAM Peter Lavers

Dr. Mark Hollyoake

Alan Thompson

Head of Customer Relationship Quality

Head of B2B Trust

Head of People Capability

/PeterLavers

/MarkHollyoake

/alanthom90

/peter-lavers

/markhollyoake

/alanthompson1

Ellie Luk

Gary Lunt

Paul Cranston

Marketing Director

Senior Associate

Head of Sales

/ellieluk

/garylunt

/cranstonp /paulcranston

/ellie-luk

Paul Weston

Chris Hudd

Calum Byers

Senior Associate

Senior Associate

Senior Associate

/paulbweston

/christopher-hudd

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ACCOLADES

Contact Us Email. hello@customerattuned.com

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