New Age B2B Customer Experience: What It Looks Like and How to Provide It


Over the past few years, B2B organizations around the world have been fighting to keep up with the changing trends of customer service. Somewhere along the line, it even stopped being called customer service altogether. We now know it as customer experience, or CX. It makes sense, after-all. Gone are the days when B2Bs were only expected to provide one singular service to their clients. Now – our jobs have morphed into providing an all-encompassing experience to those we choose to serve. But what exactly does that mean?

It means an enormous amount of opportunity. While client expectations have increased and turnaround times have shortened, the chance to accommodate, fulfill and wow has never been higher. This business isn’t for the faint of heart, of course. But in between the pressure of tight deadlines, daily emergencies and rising blood pressure also comes the satisfaction of working for the right clients and the fostering of successful and mutually beneficial working relationships. Creating a true partnership has never been more important as needs across all industries are changing almost daily. The ability to not only provide solutions for clients, but also to be on the lookout for additional ways to improve how you do business for them is key for both parties to find success.

Mutually-earned respect, trust and confidence across both sides is what partnership is all about. However, keep in mind that developing relationships that turn into partnerships doesn’t just happen overnight. It can take years to get to the point of being seen as a value-added partner to your client’s business goals. You may win the initial business by cost or unique solutions, but partnerships are earned over time. Being a low-cost supplier isn’t the most important thing when it comes to providing a service to your clients – it’s keeping the promise of doing everything you can, and sometimes more, to support their business goals. As a B2B provider, you must showcase an understanding of your customers’ needs and goals. Providing a true understanding of the needs of your client on a continual basis while always being transparent on issues, both good and bad, will strengthen your relationship moving forward. So push back, speak your mind and always be upfront about your intentions to help your client in achieving their goals.

Keep in mind that, despite its name, customer experience shouldn’t be looked at as one singular experience at all – customer experience is built piece-by-piece and day-by-day through an accumulation of outstanding moments of service provided to your clients. Being a low-cost supplier to clients might be easier in this fast-paced and demanding world, but working to become a trusted partner will always pay off in the long run. In this ever-evolving industry, if you become the partner you would want in your corner – you won’t fail.

At Gabriel Group, we’ve dedicated countless hours to making our process perfect with an eye toward a singular outcome: results that matter. When clients succeed, we do, too. That goes beyond customer experience. It’s a partnership. For a full list of Gabriel Group’s service offerings, click here.

Gabriel Group Partners with the Missouri History Museum


The Missouri History Museum of St. Louis, Missouri has appointed Gabriel Group to handle the launch of their new giving level campaign as well as their membership renewal efforts to celebrate the Museum’s 150th anniversary throughout 2016.

The Missouri History Museum aims to foster community engagement, lead education and exploration, commit to stewardship and sustainability and honor inclusivity and collaboration within the St. Louis area. The Museum serves as the confluence of historical perspectives and contemporary issues to inspire and engage audiences.

The Missouri History Museum account will be managed by Traci Basden, Associate Vice President, Fundraising Services.

Gabriel Group Partners with 7 Clans Casinos


7 Clans Casinos has appointed St. Louis-based Gabriel Group to handle all printing and mailing for their five casinos: Paradise Casino, First Council Casino Hotel, Gasino Chilocco, Gasino Red Rock and Casino Perry.

7 Clans Casinos are owned and operated by the Otoe-Missouria Development Authority (OMDA), the official and economic branch of the Otoe-Missouria Tribe of Indians. The OMDA was developed in 2006 with a goal of serving members by developing revenue sources. All five of their casinos are located in Northwest Oklahoma, just south of the Kansas border. Gabriel Group is working directly with the tribe headquarters in Newkirk, Oklahoma as well as their advertising agency.

The 7 Clans Casinos account will be managed by James Poneta, Vice President of Sales.

Gabriel Group Named Winner of PCC PONY Award


Pictured above: (Top Row) Anna Metzger, PCC Industry Co-Chair; Tim Suraud of Print Media Association; Younetter Hopgood, Kevin Brennan, Linda Potzman, Paul Hawkins, Nancy Crum, Steve Koch and Bruce Cannon of  Gabriel Group; Jeromy Fritz, former PCC Co-Chair; and Cathy Vaughn, PCC Postal Co-Chair and Postmaster of St. Louis (Bottom row) Jodi Beaman, Joyce Berra and Michelle Monroe of Gabriel Group

Gabriel Group is proud to announce that its Alphabet Postcard Campaign was voted as the Most Irresistible Mailpiece by the attendees of the 2016 Printers & Mailers Conference.  The event was hosted by the Greater St. Louis Postal Customer Council (PCC) on June 16, 2016.

The PONY Award was presented by the United States Postal Service to a mailing distinguished by clear messaging, an attention-grabbing call to action, exciting design and the tie-in of a creative promotion. Five finalists were selected after the submission process and were then judged throughout the day of the conference.

The Alphabet Postcard Campaign was rooted in a previous series that Gabriel Group had executed nearly 20 years prior that was also extremely successful. Gabriel Group’s marketing team and fundraising sales group, together with copywriter Mary Lou Frank and graphic designer Susan Klein-Shelton, created the alphabet postcards as a targeted marketing campaign in an effort to generate leads. Each postcard featured a letter of the alphabet along with one correlating word as well as copy and imagery with the goal to share with recipients who Gabriel Group is, what Gabriel Group does and how Gabriel Group can help them.


The series was sent to approximately 850 nonprofit prospects, the majority being food banks. The twenty-seven total postcards were sent out weekly over a six-month period, and to date, have produced 20 highly qualified leads that have resulted in the acquisition of five new clients. The newly acquired business is expected to bill a combined $650,000 in the first year, which accounts for a return on investment of over 3,500%.