http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
how to use client interviews to understand B2B client experiences, identify business risks, and spot opportunities
For decades, some executives as part of the normal course of business have viewed customers as a source of business risk. The easiest risk to understand is the ever-present risk of client loss. However, other customer-oriented risks loom as well. Shoplifting, fraud, contract breaches and credit risk, for example, can take center stage and create an "us versus them" attitude between company executives and customers. But what if the lens could be flipped? What if customers could help companies identify operational risks and help them avoid making expensive, duplicative, or embarrassing mistakes? Voice of the customer and customer feedback collection practices, staples of customer experience as a business discipline (Customer Experience Professionals Association, n.d.), can support this work.In the business-to-business world, including law and accounting firm contexts, for example, customers are typically referred to as clients. This case outlines how Jennifer Benson (fictional name), a client experience manager at Treetop Law Firm (fictional name), collected client feedback through a qualitative interview process with a client to understand why the client decided to move its business to a competitor firm. Through the client's feedback, Jennifer also spotted some business and operational risks for Treetop Law Firm that might never have surfaced without the benefit of that feedback.