In episode 2, we decode the customer mindset and explore why businesses often fall short of understanding their customers as they truly wish. Discover the pitfalls of guesswork in defining customer needs, preferences, and pain points. Christine Crandell from B2B Customer Guru joins us to share real-world examples and stories that explain why you need to understand your customers from the outside-in to deliver the best marketing conversion and loyalty.
Here are some of the topics we discussed:

• Christine says that customer experience is both a mindset and a business strategy. Why?
• What is the role of Sales in CX?
• Companies, specifically SaaS, struggle with onboarding and followed by the consistent /increasing usage. What can Sales, Marketing, and CSMs do differently to remedy this challenge?
• Churn is a universal challenge. Poor customer experience leads to churn; is it that simple? Or are there experience touchpoints between purchase and renewal that contribute to churn? What can marketers / CSMs do?

About Christine Crandell
Christine Crandell is an engaging and passionate business-to-business marketing executive with deep expertise in customer experience and experience-led growth strategies. She advises CEOs, Board of Directors, and sales and marketing leaders on how to align their teams to dramatically improve revenue performance and influence their market's buying cycles. Over the years she has served 110 clients on three continents including Good Technology/Blackberry, CSIRO, Oracle, Digital Realty, Cloudera, Playvox, Introhive, and Pantheon.io.

She leverages her personal experience of having been "in the trenches" and "moving the needle" in her writing, blogging and speaking. Her approach to marketing and strategy has led to recognition as one of Silicon Valley’s Most Influential Women by the Silicon Valley/San Jose Business Journal.

Christine sits on several boards including the Canadian Ontario Innovation Cluster. She shares her thought leadership in numerous articles that have appeared in Business Week, Forbes, CMO.com, CMSWire, Investor Business Daily and other business publications.

Where You Can Find Christine:

• Website - https://app.vieww.io/v/b2bcustomerguru
• LinkedIn: christine crandell | LinkedIn
• Email - christine@b2bcustomer.guru

Additional Resources

• https://www.cmswire.com/customer-experience/what-b2b-buyers-want-and-ways-to-align-your-customer-journeys/
• https://www.cmswire.com/customer-experience/buyers-hate-b2b-content-heres-how-to-fix-it/
• https://www.spiceworks.com/marketing/customer-experience/guest-article/overcome-cx-gaps-with-experience-led-growth/
• https://www.cmswire.com/customer-experience/from-franken-monster-to-delight-rehabilitating-the-state-of-customer-experience/