Customer needs: at the heart of the customer experience consultant's listening and analysis

Customer needs and expectations: at the heart of the customer experience consultant's listening and analysis

It's surprising to find, thanks to tools like Semrush, that keywords such as "customer needs" generate so few monthly searches. However, it is precisely these needs that motivate the immediate purchase of a product, service or service. This finding highlights a fundamental problem: customer needs are often neglected in companies' marketing mixes. Companies seek to conquer a market without fully considering that this market reflects above all the needs, expectations and behaviors of customers.

A customer experience consultant strives to put these needs back at the center of the business strategy, using tools like active listening, needs analysis, and satisfaction surveys to better understand customer expectations. This article explores how these techniques can address these challenges and highlights the importance of some fundamental needs, such as the need for security in B2B relationships.

Distinguishing Needs and Expectations: A Perspective from the Social Sciences and Relationship Psychology

Understanding the difference between customer needs and expectations is fundamental to an effective customer experience strategy. In the social sciences, needs are often described as essential and universal. Maslow's pyramid, for example, identifies basic needs (security, belonging, recognition) to personal fulfillment. In the B2B context, these needs translate into objective elements such as the reliability of a product, compliance with standards or economic profitability.

Expectations, on the other hand, are more subjective and influenced by relational and cultural factors. According to Crismer, a specialist in relational ecology, expectations are shaped by the signals sent during interactions and by past experiences. In B2B, these expectations can include aspects such as the speed of communication, the personalization of offers or the feeling of partnership.

Let's take the example of an industrial company looking to buy inventory management software. Its fundamental need is to optimize its logistics flows to reduce costs. However, the company may also have specific expectations: an intuitive user interface, constant availability of technical support, or adapted training for its teams. If the vendor focuses only on the need (software functionality) without meeting expectations (customer support, ease of use), they may not build a lasting relationship of trust. Conversely, meeting expectations while satisfying the central need makes it possible to build a long-term collaboration that is beneficial to both parties.

This distinction between needs and expectations is not only theoretical, it is also strategic. By aligning its marketing mix and sales efforts with these two dimensions, a company can better anticipate customer behavior, avoid frustrations, and create real value.

A customer experience consultant strives to put these needs back at the center of the business strategy, using tools like active listening, needs analysis, and satisfaction surveys to better understand customer expectations. This article explores how these techniques can address these challenges and highlights the importance of some fundamental needs, such as the need for security in B2B relationships.

Customer expectations: specificities in B2B and B2C

Customer expectations vary widely between the B2B (business-to-business) and B2C (business-to-consumer) markets due to the structural, emotional, and temporal differences that characterize these relationships. Understanding these expectations is crucial for adjusting the sales strategy and marketing mix.

1. The main expectations of customers in B2B

In B2B, customer expectations are often centered on rational elements, such as reliability, quality, and cost-effectiveness. Business relationships are generally more complex and involve several decision-makers. According to Forrester's research, key expectations include:

• Reliability and security: B2B customers are looking for suppliers who can deliver on their commitments, with strong guarantees.

• Customization of solutions: A solution tailored to the specific needs of the business is essential, as expectations often include a precise adjustment to constraints and objectives.

• Transparency and support: B2B companies expect clear relationships, smooth communication and continuous support.

• Long-term performance: The choice of a product or service is evaluated on its ability to provide measurable and sustainable results.

2. The main expectations of customers in B2C

In B2C, expectations are more emotional and immediate. Clients are looking to satisfy personal or family needs in a shorter period of time. Expectations include:

• Speed and convenience: Consumers value frictionless shopping experiences, with fast and accessible services.

• Rewarding customer experience: Expectations often go beyond the simple product to include an enjoyable and memorable experience.

• Value for money: Customers are looking for a balance between cost and perceived value.

• Ethical and societal commitment: Studies show that consumers are increasingly placing importance on company values (sustainability, inclusion, etc.).

3. Why these differences between B2B and B2C?

These differences have their roots in social science and marketing theories.

• Temporality and involvement: In B2B, decisions involve longer and more strategic processes, with multiple stakeholders, while in B2C, purchases are often individual and immediate.

• Trust vs. emotions: B2B relationships rely more on trust and rational guarantees. In B2C, emotion, pleasure and personal satisfaction play a major role.

• Complexity of needs: The needs of businesses are generally more complex and interconnected than those of individual consumers.

Kotler's work in marketing also highlights that B2B is dominated by "push" processes (satisfaction of explicit needs through an offer), whereas B2C is more based on "pull" processes, where emotion and desirability influence behavior.

4. What room for manoeuvre can be achieved to meet these expectations?

• In B2B: Companies have a lot of leeway by adapting their offers and services through personalized solutions, advanced CRMs and solid technical support. The emphasis must be on the long-term relationship, transparency and strategic support.

• In B2C: The room for maneuver lies in simplifying the customer journey, creating engaging experiences and adopting visible ethical practices. Customer feedback, adapted promotions and the speed of services (delivery, response) are powerful levers.

Case in point:

In B2B, let's imagine a logistics company looking for a service provider to manage its supply chain. The fundamental need is to reduce costs and ensure reliable delivery. However, expectations include regular reporting on KPIs, flexibility in the solutions offered, and responsiveness of support in the event of problems. If the provider adapts its services to these specific expectations, it not only gains the customer's trust, but also builds a long-lasting partnership relationship.

In B2C, a consumer looking for a fitness app wants above all to stay healthy (need), but he can also expect an intuitive interface, encouragement in the form of positive notifications, or an attractive design that motivates him. These expectations, although secondary, directly influence their satisfaction and loyalty.

Meeting customer expectations for a competitive advantage with a consistent marketing mix

The marketing mix, made up of the famous 4Ps (Product, Price, Place, Promotion), is a key tool for meeting customer expectations in terms of products and services. Each component of the marketing mix must be harmoniously articulated with the overall strategy of the company. For example, a high-end product must be associated with a customer service that is up to par and a price that is consistent with its value promise. Similarly, the way products are distributed or promoted is a direct reflection of how the company intends to meet customer expectations.

A customer experience consultant analyzes whether these elements actually meet customer needs. If a company doesn't meet these expectations, it risks losing out on business opportunities. Conversely, a response that meets expectations can turn a casual customer into a loyal ambassador.

Understanding needs: B2B and B2C, two different temporalities

Distinguishing needs from expectations: a fundamental challenge

To fully understand customers, it is essential to distinguish between their needs and their expectations. Needs are the essential and fundamental elements that the customer seeks to satisfy, such as the safety, functionality or effectiveness of a product or service. Expectations, on the other hand, are secondary or subjective aspects that enrich the customer experience, such as design, speed of service or personalized treatment.

For example, in the context of a B2B company buying management software, the fundamental need is to improve productivity. Expectations could include an intuitive interface or responsive customer service.

Distinguishing between these two notions allows the company to prioritize its priorities and respond precisely to customer challenges. This clarity is crucial, because meeting needs without taking into account expectations can lead to a transactional relationship, whereas a comprehensive and balanced approach promotes a long-lasting and trusting relationship.

For a customer experience consultant, this distinction guides the development of strategic recommendations. Tools such as in-depth interviews, feedback analyses, or field observations make it possible to identify these two dimensions and to help the company align its products or services with the expressed or implicit expectations and needs.

Differentiating the potential customer from the cold prospect: a strategic analysis

One of the keys to business development in B2B is to distinguish between a potential customer and a cold prospect. This distinction is based on the evaluation of customer potential and the identification of strategic products or services to which the company can respond. A potential customer is a company or decision-maker who has shown interest, expressed a need, or shown signs of commitment. On the other hand, a cold prospect is a target that has been identified but not yet made aware of the proposed solutions.

To discover customer potential, the role of the sector manager or sales representative is essential. Exchanges, field visits, and interviews make it possible to understand the specific issues and to identify the implicit expectations. This involves actively listening to needs and objections while analyzing the opportunities offered by the company's products or services. In addition, the use of tools such as CRMs makes it possible to structure this analysis and capitalize on the information collected.

In B2B, responding precisely to the identified needs is the key to maximizing trust, ensuring customer satisfaction and strengthening the company's marketing strategy. This requires adjusted proposals, solutions adapted to the company's capabilities, and transparent communication that reassures about the reliability and sustainability of the commitments made.

Identifying B2B needs: the key role of business development

In B2B, the identification of needs is based on in-depth and strategic methods. The area manager plays a central role in this process, as he or she is in direct contact with customers and has the tools to understand their expectations. The use of open-ended questions is an essential technique for exploring implicit or latent needs. For example, asking "What are your priority goals this year?" or "What problems would you like to solve in your business?" will get detailed answers.

Regular customer follow-up is just as crucial. During sales visits, actively listening to objections or dissatisfactions provides valuable information about possible improvements. These exchanges help to strengthen the relationship of trust while identifying opportunities to meet specific needs.

The enrichment of a CRM (Customer Relationship Management) is an essential practice. Every customer interaction should be documented in this tool, whether it's remarks, concerns, or specific requests. This structuring follow-up makes it possible to offer a global vision of evolving needs and to anticipate appropriate solutions.

Finally, the analysis of monthly sales at the customer's site provides key quantitative data. For example, a drop in volumes on a product can indicate a lack of interest or perceived quality issues. These figures, supplemented by qualitative exchanges, make it possible to propose strategic adjustments and ensure optimal customer satisfaction.

Understanding needs: B2B and B2C, two different temporalities

In B2B, the process of identifying customer needs is often long and complex. This involves sales visits, in-depth interviews, and regular follow-up to understand specific customer expectations. This dedicated time makes it possible to create relationships of trust and to adapt service or product offers to the real needs identified over time. For example, a company in the industrial field may require several stages of negotiations before a tailor-made solution is proposed.

In B2C, the time to discover customer needs is much shorter. As purchasing decisions are often impulsive, companies must rely on tools such as satisfaction surveys or qualitative market research. These methods allow you to go deep into customer expectations and understand how well the company's products or services meet them. For example, a survey that reveals that customers are looking for more convenience in an online service can lead a company to improve its user interface.

The need for security: an essential basis in B2B

In the context of B2B relationships, the need for security is a fundamental priority. This need goes far beyond simple contractual guarantees. It encompasses trust in the business relationship, the reliability of products or services, and the ability to meet the specific expectations of partners. A Forrester Research study shows that 60% of B2B companies choose their suppliers based on their ability to minimize risk.

For the customer experience consultant, anticipating this need for security also means developing strategies that are reassuring: delivery deadlines respected, clear and transparent communication, and services adapted to the customer's developments. For example, a company offering management software for SMEs will not only have to guarantee rapid technical assistance, but also anticipate training needs to ensure optimal handling.

Customer satisfaction: a lever for loyalty and sustainable development

Customer satisfaction is much more than just a goal, it is a key performance indicator, essential for developing customer loyalty and strengthening the overall marketing strategy. A satisfied customer is not only loyal, but also an ambassador for your brand. A PwC study found that 32% of customers abandon a company after a single bad experience, while satisfied customers increase retention by an average of 33%.

To effectively meet expectations, the company must take a proactive approach. This involves the implementation of satisfaction questionnaires, the analysis of customer satisfaction rates and the continuous adaptation of products and services to maintain a sustainable competitive advantage. This includes technical improvements, but also regular monitoring to ensure that the offer remains relevant.

The customer experience consultant plays a crucial role in optimizing interactions between a company and its customers, especially in the BtoB sector. Its main goal is to improve the fluidity of the customer journey, identifying and reducing friction points that can hinder the user experience. To do this, it implements adapted solutions, based on various analysis techniques, such as the audit of existing processes, the evaluation of customer feedback and the mapping of journeys. These methods help to distinguish the company from its competitors by providing a superior customer experience.

The interest of the customer experience consultant to improve the customer journey

The customer experience consultant plays a crucial role in optimizing interactions between a company and its customers, especially in the BtoB sector. Its main goal is to improve the fluidity of the customer journey, identifying and reducing friction points that can hinder the user experience. To do this, it implements adapted solutions, based on various analysis techniques, such as the audit of existing processes, the evaluation of customer feedback and the mapping of journeys. These methods help to distinguish the company from its competitors by providing a superior customer experience.

According to Extens Consulting, analyzing and transforming customer journeys is critical to business success.

By identifying friction points, the consultant can propose targeted improvements to optimize the customer experience.

In addition, understanding emotions plays a key role in the customer experience. As a Qualtrics article points out, mapping customer emotions allows for an in-depth analysis of their experience, making it easier to identify improvements that need to be made.

By integrating these analytical and emotional approaches, the customer experience consultant helps create more harmonious and satisfying interactions, thus strengthening customer loyalty and the company's competitiveness.

Conclusion: building a strategy focused on needs and expectations

Putting customer needs at the heart of business strategy is an essential step to ensure satisfaction and loyalty. The customer experience consultant is the key player in supporting this transformation, by offering analysis and active listening techniques adapted to the specificities of B2B and B2C.

Whether it's optimizing a service, adapting a product, or meeting implicit expectations, this approach not only anticipates needs but also delivers added value that sets the company apart in a competitive market.