What could improve Srixon’s B2B customer experience?

By: April 26, 2016

Srixon has been announced as the title sponsor of the inaugural Foremost Assistants Championship, scheduled to be held on Wednesday 20th July at The Nottinghamshire Golf and Country Club.

Foremost Professional Assistants will battle it out over the testing Championship Course for a prize fund of £5,000, including £1,000 and a 2017 Srixon staff contract for the winner. Those placing 2nd to 9th will also receive a bag, ball, glove, and wedge contract for 2017.

As an additional competitor incentive, any entrant using both a Srixon ball and glove in the event will receive free tournament entry, four dozen personalized Z-Star or Z-Star XV balls, and six gloves.

Now, let’s talk about what motivates Srixon to support the Foremost Assistants Championship!

Why should B2B customer experience matter to Srixon?

Although Leslie Hepsworth, President of UK & Ireland Srixon Sports Europe said a very general thing (see below), but I think he meant also improving customer experience as well:

“By sponsoring the Assistants Championship, we’re looking forward to strengthening our relationship with Foremost professionals around the country, and it’s an ideal channel through which to promote the Srixon brand.”

Customer experience should not matter only to Srixon, but also to other marketers as well. The simple reason why the customer experience is important: it correlates to loyalty. It affects the three most common loyalty metrics purchase intent, churn and word of mouth. We should not neglect the fact that competitive barriers of the past can’t save companies today.

Our customers perceive their experiences at three different levels: meet needs, easy and enjoyable. Now it is more understandable why it is worth to Srixon to sponsor the Foremost Assistants Championship since it can provide an enjoyable experience. We should also have to consider how can we build a repertoire of shared successes.

To achieve a favorable customer experience, we cannot avoid understanding first our customers. Therefore, my recommendations are:

  • Solicit feedback from customers about their experiences with the company (for instance Net Promoter Score);
  • Gather input from employees about their experiences with customers;
  • Collect unsolicited feedbacks from customers (e.g. social media monitoring);
  • Document and share customer understanding in a way that is easy to understand for employees.

Needless to say, that this just tip of the iceberg, because based on the findings of the above-mentioned survey results you will have to define your strategy, customer experience design process, governance and cultural practices.