#71: Client Spotlight - The Value of B2B CX Research
B2B Insights Podcast
In this episode of the B2B Insights Podcast, Louise Walton-Coy, Research Director at B2B International, speaks with Ryan Davies, Senior Business Transformation Manager for Customer Experience at Rotork, about the evolving role of customer experience, the growing importance of Voice of the Customer programs and how CX research can help organizations make more informed decisions. With nearly two decades of experience across customer experience, Ryan shares his perspective on how CX has evolved from a traditional customer service function into a strategic discipline that spans every customer...
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#70: How Market Research Accelerates Healthcare Innovation
B2B Insights Podcast
In this episode of the B2B Insights Podcast, Beata Miklosz and Niklas Heitland from B2B International speak with Dr Christine Wübben, Postdoctoral Researcher at the University Hospital Bonn, and Sandra Lewash, PhD Researcher at the University Hospital Bonn, about the role market research can play in transforming scientific discoveries into commercially viable healthcare innovations. The discussion focuses on COLDEX, an innovative antiviral nasal spray project developed within the ImmunoSensation Cluster of Excellence. Having demonstrated the scientific feasibility of their technology, the...
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#69: How Brand Research Drives Smarter B2B Acquisitions with Trevor Glue, Marketing Director at Ricardo
B2B Insights Podcast
In this episode of the B2B Insights Podcast, Senior Client Partnerships Director Simi Dhawan speaks with Trevor Glue, Marketing Director at Ricardo, about the challenges B2B organizations face during acquisitions - particularly around brand perception, integration, and ensuring teams are aligned. Recently, Ricardo acquired E3 Modelling, and B2B International supported the organization through a program of brand equity research to understand market perceptions and guide strategic decisions. After acquiring E3 Modelling, B2B International supported Ricardo, a global consultancy operating across...
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#68: How to Build Effective CX Programs
B2B Insights Podcast
In this episode, B2B International’s Conor Wilcock and Jennifer Strange discuss how B2B organizations can better assess and improve customer experience (CX). They cover the challenges of measuring CX in complex environments and share practical steps for building effective CX research programs.
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#67: AI Is The New Fire; Don’t Get Burned
B2B Insights Podcast
In this episode, B2B International’s Thomas Grubert and Louise Coy share some important considerations when using AI, particularly in market research, and discuss some current pitfalls and future challenges to be aware of.
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#66: How To Effectively Target B2B Buyers in 2025
B2B Insights Podcast
In this episode, B2B International’s Conor Wilcock and Simi Dhawan discuss the challenges marketers face when targeting B2B buyers and how they can use segmentation to overcome these challenges.
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#65: Common Myths and Misconceptions with Brand Research
B2B Insights Podcast
In this episode, B2B International’s Louise Coy and Jennifer Strange discuss common myths and misconceptions about brand research, share their favorite frameworks for effective brand research, and explain how to make brand research actionable.
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#64: The Best Frameworks to Develop Winning Propositions
B2B Insights Podcast
In this episode, B2B International’s Beata Miklosz and Niklas Heitland share their favorite strategic frameworks to develop winning value propositions.
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#63: 2024 Superpowers Index: Deep-Dive Into the Latest Findings
B2B Insights Podcast
In this episode, B2B International’s Conor Wilcock and Oliver Truman dive in to the findings of the 2024 Superpowers Index to discuss the big trends in B2B and what makes the difference between winning and losing in 2024. Download the free report >
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#62: How to Achieve World-Class Quality in B2B Market Research
B2B Insights Podcast
In this episode, B2B International’s Kim Arend and Pete Mullarkey discuss the steps researchers can take to ensure B2B research respondents are who they say they are and provide reliable and accurate insights.
info_outlineIn this episode of the B2B Insights Podcast, Louise Walton-Coy, Research Director at B2B International, speaks with Ryan Davies, Senior Business Transformation Manager for Customer Experience at Rotork, about the evolving role of customer experience, the growing importance of Voice of the Customer programs and how CX research can help organizations make more informed decisions.
With nearly two decades of experience across customer experience, Ryan shares his perspective on how CX has evolved from a traditional customer service function into a strategic discipline that spans every customer touchpoint. He also discusses how Rotork uses customer insight to identify improvement opportunities, prioritize action and strengthen customer relationships.
Through a combination of transactional and relationship-focused research, Rotork has developed a robust Voice of the Customer program that helps the organization better understand customer needs, benchmark performance and drive meaningful business change.
Hear Louise and Ryan discuss the challenges and opportunities facing CX teams today, the importance of turning insight into action and why customer research remains a critical component of any customer-centric strategy.
Key discussion points:
- How customer experience has evolved beyond traditional customer service functions
- The key differences between B2B and B2C customer experience strategies
- Why Voice of the Customer research is essential for identifying priorities and driving change
- The value of benchmarking CX performance against competitors and broader industry standards
- Looking beyond metrics to understand the reasons behind customer sentiment
- How Rotork uses CX research to improve customer satisfaction and support business transformation initiatives
- The importance of storytelling when presenting customer insight to stakeholders
- Why AI should enhance, rather than replace, the human side of customer experience