Effectiveness of Interactive Experience Briefing Centers

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Effectiveness of Interactive Experience Briefing Centers

Key Takeaways

  • A custom, tailored product experience hosted in business or company premises helps build collaborative relationships with customers. A business gets to showcase its products or services to potential clients and gives them a chance to interact with them through a customized demo.
  • An executive briefing makes customers feel that a business understands how to solve problems. It enables companies to “have an open, well-balanced dialogue to gather insights” that ensure the customer succeeds.
  • EBCs shorten the sales cycle because it brings end-users, influencers, decision-makers, and all stakeholders under one roof, which creates a collaborative environment that enables marketers to understand customer use cases and pain points.

Introduction

Experience briefing centers (EBCs) build client relationships, help businesses gain customer insights, and lead to faster conversions. Details regarding these insights have been provided in the following research brief.

Experience Briefing Centers Build Client Relationships

  • A custom, tailored product experience hosted in business or company premises helps build collaborative relationships with customers. A business gets to showcase its products or services to potential clients and gives them a chance to interact with them through a customized demo.
  • An executive briefing center builds client relationships since the business proves it understands the customer, their industry, and the challenges they face. A tailored demo that demonstrates solutions to customer challenges gives them a glimpse into partnering or working with the business.
  • Meeting with customers at EBCs helps companies create connections and develop plans for the end-user.
  • “Through hybrid briefing/workshop engagements and demonstrations,” clients are taken on a journey where they envision using the solutions offered to meet desired business outcomes.
  • A study by ABPM revealed that 83% of people who went to EBCs felt that the briefings strengthened their relationships with product and service providers.
  • In addition, physical meetings build trust. High-impact moments in executive briefings are not always planned. Casual conversations between sessions, happy hour, and sharing jokes can result in long-term relationships.
  • EBCs enable customers to meet with subject matter experts and leaders. Clients can validate strategy and gain insight into the value proposition of a product or service provider.

Experience Briefing Centers Help Businesses Gain Customer Insights

  • An executive briefing makes customers feel that a business understands how to solve problems. It enables companies to “have an open, well-balanced dialogue to gather insights” that ensure the customer succeeds.
  • Customers are willing to provide insights when a collaborative, trusted partnership is developed through an EBC. In addition, information sharing helps businesses have a broader understanding of what the customer wants.
  • EBCs help companies understand a customer's business drivers. Furthermore, understanding how customers manage their business helps product and services providers effectively customize their solutions. Understanding business drivers helps providers develop a long-term strategy for solving customer problems.
  • EBCs use a personalized approach that results in highly productive conversations among subject matter experts who can listen to and address a client’s problems.

Faster Conversions

  • EBCs shorten the sales cycle because it brings end-users, influencers, decision-makers, and all stakeholders under one roof, which creates a collaborative environment that enables marketers to understand customer use cases and pain points.
  • A majority of people in executive briefings say that the briefing “influenced their buying decisions.
  • In addition, 75% of people say they decided to buy something discussed in the briefing.
  • On the other hand, “one-third of people say the briefing shortened their purchase cycle by 26%.”
  • "According to a study by ABPM, briefing centers were responsible for cutting short sales cycles by 28%."
  • The intimacy of an executive briefing enables businesses to have meaningful conversations with the customer. It creates an environment that helps companies to have robust discussions about how they can offer precise solutions to customer problems.

Research Strategy

For this research, we leveraged the most reputable sources of information available in the public domain, including media and industry sites, such as Mechdyne, NWN Carousel, and IBM. It is noteworthy that the number of sources less than two years old that gave insights into experience briefing centers was limited. We, therefore, expanded our scope and used sources from 2018 to date. In addition, during the course our research, we found statistics from sources that were more than two years old. We included the quantitative data we found in our findings.

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