**Sigma Thermal's CEO, Jeff Ackel, Featured on the Thomas Industry Update Podcast**
Published by Nicole Laney on October 15, 2020, 4:03 PM | Leave a Comment
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In any market, delivering a top-notch product is just half the battle. Many industrial companies place too much emphasis on their offerings and not enough on the overall customer experience. This can lead to dissatisfied clients who don’t fully grasp what went wrong—and worse, they don’t have a clear way to resolve their issues.
Jeff Ackel, the CEO of Sigma Thermal, has demonstrated how exceptional B2B service can transform a business. He advocates that other companies should adopt a similar approach centered around customer satisfaction. Recently, he joined Tony Uphoff on the *Thomas Industry Update Podcast* to discuss his groundbreaking efforts.
This biweekly podcast hosted by Tony Uphoff, President and CEO of Thomas, features interviews with industry leaders sharing their unique perspectives and best practices. Listeners gain practical tips and actionable advice to apply to their own businesses and careers. Sigma Thermal is proud to have Jeff Ackel featured on such a prestigious platform.
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### **The B2B Customer Experience**
As Ackel explains, the customer experience in the B2B sector differs significantly from B2C. In B2B, buyers are professionals who purchase for a living. They prioritize clear information about costs and quality to ensure the best fit for their businesses. Unlike B2C customers, who may be swayed by emotions, B2B buyers don’t require the same storytelling or personal connections.
Another challenge in B2B is that multiple stakeholders often represent a single client. You're essentially selling to all of them simultaneously, and the experience must remain consistent, transparent, and positive. These buyers need assurance that you genuinely care about their business and are providing them with all the information needed to make an informed decision.
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### **The Sigma Thermal Approach**
Ackel realized the importance of tailoring the customer experience to meet the specific needs of B2B buyers. One of the biggest hurdles is measuring the value of your service. As Uphoff points out, customer experience is "squishy to measure," often rated on a subjective scale of 1 to 10. What feels like a perfect ten to one person might only rate as an eight or even a five for someone else.
Ackel’s vision at Sigma Thermal is to "convert the squishy into the black and white" by defining customer experience in binary terms—either positive or negative. Part of this involves conducting surveys to compare your internal perceptions with the actual customer feedback. However, Ackel notes that customers tend to only fill out surveys when they're unhappy, which doesn't give a balanced view of overall satisfaction.
To address this, Sigma Thermal conducts surveys twice during the sales process. Instead of traditional questionnaires, the sales team reaches out directly to customers for informal conversations. This way, the customers don’t even realize they're being surveyed, leading to more authentic responses. Ackel remarks, “We believe we’re getting better results because we’re receiving a more balanced perspective.â€
The customer experience remains a top priority for Sigma Thermal. We’re proud to be pioneers in our approach, committed to creating consistently positive interactions with our clients. To hear more from Jeff Ackel, tune into the podcast on platforms like Apple Podcasts, Spotify, Google Play, or Stitcher.
Learn more about how we prioritize our clients through responsiveness, transparent communication, and expert guidance.
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*Comments:*
If you’ve ever interacted with Sigma Thermal or have thoughts on the importance of customer experience in B2B industries, feel free to share below. Your feedback helps drive meaningful discussions and insights for everyone involved.
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