Let's talk B2B! #11 Royal Brinkman - Customer Centricity



Whatever industry you’re in - whether it’s selling hardware and tools or, like today, orchids - you do it all for the customer. So it makes perfect sense to involve that customer in your business. But how do you manage it in such a way that it becomes part of your process and in a way that adds value to both the customer and your organisation?

During this session, the B2B digital commerce group answers the question “What is the role of the customer in digital transformation in B2B?”. This time the session takes place at Ansu Vanda, Europe’s largest orchid grower and client of Royal Brinkman, supplier, consultant and installer for the professional grower.

Digital and human language

Royal Brinkman is growing steadily, both in turnover and internationally. Rob Helderman, e-commerce manager at Royal Brinkman: “I am convinced that we partly owe our growth to how we communicate with our customers. We strongly believe in the combination of digital and human language. The digital relationship ensures operational excellence and the human relationship provides emotional connection. Together this leads to customer intimacy. "

“We have small decentralized teams for the web shops per country. Digitization is important to us because it allows us to free up time and people for advice. This includes our added value, in addition to the products we deliver. Our people are experts in the field of horticulture. If a customer suffers from a plague, our experts can give advice on the spot and help the customer further in this way.”

The customer comes first

Royal Brinkman puts the customer at the center of everything the company does. For example, they have experts screened for customer intimacy every year and in June 2019 they organized a customer event for around five hundred customers. Rob: “In the context of ‘know the customer’, our e-commerce specialists go out for a day every quarter with one of our account managers and we regularly organize focus groups with ten to fifteen customers. That constantly provides new insights. For example, we are talking about functionalities, the customer experience, the quality of the service, internal follow-up of orders and the performance of customer service. ”For large customers, Royal Brinkman offers customized solutions. “For example, we increasingly work with OCI links with the customer’s ERP system. That saves the customer a lot of time. "

Technical side

Royal Brinkman is also constantly looking for points for improvement for the webshop. This is done with online forms, heatmaps & recordings and via telephone contact. In addition, Royal Brinkman asks for input from customers with the campaign “The best idea for royalbrinkman.nl”. Rob: “Sometimes suggestions come from functionalities that are already live. Then it’s just a matter of showing it to the customer. People who respond to this campaign will immediately be shortlisted for the focus sessions. We also ask for feedback after placing an order and the e-commerce department itself calls on customers to keep feeling - with the grower, but also with the market. Because the customers feel heard, they almost always want to participate in the next session. "

Collect customer feedback

The digital commerce group has five tips for collecting customer feedback:

  1. Get started with customer panels.
  2. Do not transfer your customer, but dose.
  3. Let the customer know what you did with the feedback.
  4. Involve different disciplines in data collection: this is how you create support.
  5. Ensure support within your organization by having ambassadors explain the benefits of customer feedback to colleagues.

Tools & methods

Smart tools and methods for collecting customer feedback are:

  • Hotjar
  • Google Analytics
  • Delighted
  • Jotform
  • VWO (A / B test)
  • Customer panels
  • Marketing insights (via account manager, customer service)
  • Customer satisfaction survey / NPS
  • Usabilla
  • Chat

Remember that these tools provide a lot of data, the experts say. That is nice, but you must be able to interpret it and convert it into usable information. Moreover, an overload of data makes it more difficult to feed back to your customer what the conclusions are and what you are going to do. So limit yourself to measuring what you want to send.

Dare to ask

Finally, the experts have another valuable tip: don’t be afraid to ask your customer for feedback. In most cases, the customer will just appreciate this, because his customer journey will only get better. And that’s what you do it for.

Mascha Tamarinof
Responsible for marketing and business development at @Evident. "Let's talk B2B!" initiator and host. Passionate about B2B digital.

Mascha Tamarinof