Plugging the holes with B2B International in Wolseley’s customer journey
B2B selling can be a brutally competitive business. Our Forsta platform gave B2B International the insights to gain an edge with one of their clients, Wolseley UK.
The challenge
How to stand out with high customer service, rather than low prices
Wolseley is a leading seller of plumbing and building materials to UK businesses. It’s a very competitive market. If another business can beat your prices, they’ll often take your customers. Wolseley wanted to distinguish themselves another way. They wanted to have the absolute best customer service in the business. They just needed the right insights.
At Wolseley UK, in an organization of over 600 branch locations and a rapidly improving multi-channel offer, it’s essential that we can gather insight regularly, and share it quickly and easily so that the correct business area can take action and close the loop on any issue. Our insight program has not only enabled us to do this successfully but has also underpinned a significant overall NPS improvement of more than 10 points.
Gary Hitchens
Customer Service Director, Wolseley UK
Our solution
Turning on the insights tap
Wolseley got in touch with B2B International – a market research specialist, running on the Forsta platform. B2B International gave Wolseley’s insights team a Forsta dashboard that broke down feedback from all their touchpoints in a single place, with NPS as a key metric. As soon as any negative feedback arrived, the right people immediately had the data to turn mediocre experiences into outstanding service.
The results
A fast-reacting, customer-first culture
Wolseley soon became the plumber’s place to be for excellent service, using their insights to make sure over 600 ‘everyday essentials’ were never out of stock. They answered calls quicker. They gave their new starters better training. They picked up on problems immediately and fixed them. Customers even got free coffees. Wolseley now has 21 customer champions who visit and improve branches with the least brilliant NPS scores.
Point boost in NPS
10
Customer feedback
15k
New customer service champions
21
Tools used
- Survey design
- Feedback and data collection
- Genius and computer assisted telephone interviewing