In our modern world, customer experience is key. In fact, customers are willing to pay up to 16% more for a better customer experience. More than price or product quality, experience will soon be the biggest differentiator for getting customers, even in the B2B space.
A shifting landscape means B2B buyers now have the power. The space is getting more competitive, so if a customer isn't happy with the service they are receiving, they can take their business elsewhere. That means B2B companies need to focus on creating a great experience where customers choose to do business with them.
Here are some things to keep in mind when establishing your organization's experience.
B2B Customer Experience Best Practices
- Know Your Customers.
- Have a Customer-Centric Vision.
- Offer Personalized Experiences.
- Use Customer Service Technology.
- Educate and Advise Customers.
- Offer Post-Purchase Support.
- Connect With Clients in Real-Time.
- Adopt Customer Self-Service.
- Provide Proactive Customer Service.
- Optimize Your Website's Accessibility and Usability.
- Collect Customer Feedback.
1. Know Your Customers.
Before you can create a quality customer experience, you need to know who are you are working with. The sad reality is that in the B2B world, it's likely people aren't that excited to do business with you. One study found that 59% of B2B buyers would rather do research online instead of interacting with a sales rep because they think reps push their own agendas instead of actually trying to solve the customer's problem. HubSpot Research found that, in general, most customers don't trust businesses -- their marketing and advertising, or their sales reps.
B2B buyers are also under a lot of pressure. They are responsible for spending their company's money wisely and for choosing a product that will increase efficiency and revenue. That's a tall order, and they face a lot of noise as they search for the best option. They experience anxiety as they research and make a purchase, and that anxiety lingers after the purchase has been made. With that in mind, it is important to create a customer experience that helps ease customers' fears and makes their jobs easier.
Understanding the unique needs and pressures of each B2B buyer is critical. You should also take advantage of the wealth of data available to know things like what industry the customer works in, their geographic focus, where they are in the customer journey and what their growth goals are for the future. Without this foundation of understanding, you won't be able to deliver a successful customer experience.
2. Have a Customer-Centric Vision.
Customer experience is built from every interaction a customer has with your company. Everything from a phone call to a billboard or web ad contributes to their perception and overall experience. Creating a customer-centric vision that permeates through the entire company is key. Every interaction the customer has should be positive and make them feel like they are valued.
A good customer experience must be intentional. It takes effort from everyone in the company to know the role they play in building trust with customers and meeting their needs. Customers can tell when a company is focused on them or just focused on making sales and earning money. Set the tone within your organization to put customers first. Empower your employees to take action to meet customer needs and do what they think is best to solve problems and build relationships. Customer experience isn't successful unless it comes from everyone in the company.
3. Offer Personalized Experiences.
Just like a B2C customer walking into a retail store doesn't want to be sold the same pair of shoes as everyone else, B2B buyers don't want to be pushed a one-size-fits-all solution. With increased competition, B2B companies run the risk of simply becoming commodities. The best way to fight against this is to add value with personalized service.
Personalization needs to happen at every point in the customer journey. From getting to know the customer to establishing strong communication to offering the best product recommendations, personalization is at the center of it all. Customers need to know they are valued and appreciated, and that comes from taking the time to know them and creating offers that actually meet their needs.
B2B buyers are often pulled in multiple directions and appreciate when companies can simplify their offerings to what matters most. The best customer environment is simple, intuitive and flexible. B2B buyers will appreciate a company that can wade through all of the material and options and provide them something that matters to them personally.
4. Use Customer Service Technology.
Customers already use new technology and find information on the internet, so B2B companies need to match that with their own use of technology. Taking advantage of things like automation, AI, and machine learning not only helps create a more seamless customer experience but also provides a competitive advantage.
Use customer data to automate as many small tasks as possible. Use chatbots to connect with customers any time they want. Create an algorithm to predict when customers will need follow-up equipment. Build a digital system that streamlines communication. Use a database to generate tailored product recommendations. The possibilities for new technology usage are endless and can be adapted to the needs of each company and customer. Keep a pulse on new technology developments so you can always stay ahead of the curve.
5. Educate and Advise Customers.
One of the biggest complaints from B2B buyers is that sales reps are too pushy and not useful. In many cases, buyers do much of the research on their own to avoid the sales rep as long as possible. To change this stigma, B2B companies should focus on proactively filling an advisory role. B2B buyers are five times more likely to engage with a sales rep who provides new insights about their business over someone who tells them what they already know.
Instead of just selling to customers, marketers should focus on educating and advising them. The most successful B2B marketers are the ones who ask questions about their customers' needs and take the time to educate them on the best options. This can come in a number of formats, such as establishing yourself as an industry expert with valuable content or providing one-on-one service to make key product recommendations.
Providing advice can ease customers' purchase fear and anxiety and create a long-term, trusting relationship. Customers who know they can come to a sales rep for their honest advice instead of just a sales pitch want to keep coming back to the company.
6. Offer Post-Purchase Support.
The customer experience doesn't end when the purchase has been made. In B2B, customers want to have companies they can turn to instead of having to find a new supplier every time they need something new. One of the keys to building those long-term relationships is through post-purchase support. Service means more than just making sure customers are happy with their purchases, although that is part of it. It also means helping customers find ways to work more efficiently with their new products and to constantly meet their needs.
Post-purchase service includes staying in touch with customers and knowing their changing needs as their company grows and evolves. It also means providing troubleshooting assistance and continued education to use the products to their full potential. Providing trusted post-purchase service ensures the relationship with continue.
7. Connect With Clients in Real-Time.
Speed is an important factor to consider in any customer service case. But, it's even more important when working in a B2B environment as your clients will have higher expectations than if you were selling consumer goods. In fact, 80% of B2B buyers expect a company to respond to them in real-time, which is 16% more than B2C shoppers.
Live chat is an excellent channel for real-time communication. When people visit your website, live chat gives them a direct way to contact your team, whether it's to ask a question or close a sale.
You should also monitor your social media accounts for customer inquiries. Platforms like Twitter and Facebook Messenger are great for connecting with clients and providing a speedy response.
8. Adopt Customer Self-Service.
You can further improve response times by adopting customer self-service. Resources like knowledge bases, chatbots, and community forums help customers find solutions to problems without the help of your customer service team. This reduces your total incoming case volume, making it easier to respond to all customer inquiries.
Knowledge bases are one of the most common forms of customer self-service. They're a section of your website dedicated to support documentation that customers use to find answers to common problems. This resource not only saves your clients valuable time but also enhances their experience with your business. They don't have to call your support team every time they have a question, making your product seem more user-friendly and easy to troubleshoot.
9. Provide Proactive Customer Service.
Proactive customer service solves problems before customers even know they are there. This is typically the customer success team's job to monitor customer health scores as well as where clients are in the customer journey. By looking ahead and preparing for potential roadblocks, customer success can help clients navigate away from incoming pain points and keep buyers satisfied with their customer experience.
Scoring the health of your customer accounts is one way to get started with proactive customer service. This metric will help you identify your most loyal customers so you can continue to provide a delightful experience. It will also help you identify your most unhappy customers, allowing you to flag their accounts for potential churn. Rather than waiting for these customers to reach out to you, your customer success team should set a benchmark that accounts shouldn't fall below, and contact any clients who surpass that score.
10. Optimize Your Website's Accessibility and Usability.
If you haven't created an online presence for your business, now is the perfect time. Ecommerce sales for B2B companies are more than double than B2C and 94% of North American B2B executives believe ecommerce is critical to gaining a competitive advantage.
But, if you're going to go online, it's important to do it right. Web accessibility ensures everyone can use and navigate your website regardless if they have a disability or limitation. One UK study found that nearly £12 billion of ecommerce sales were lost in a year, due to web accessibility issues. This makes it crucial that you follow web accessibility guidelines and create an ecommerce experience that includes everyone.
11. Collect Customer Feedback.
Since every B2B company is a little different, the ideal customer experience is going to depend on the specific needs of your customer base and the competing businesses operating in your industry.
While you can compare what you're offering against your competitors, it's harder to tell what your customers think of your business. To find out, you'll need a customer feedback loop to collect, analyze, and distribute feedback. That way, you'll know firsthand what problems your customers are experiencing and how you can help them overcome those obstacles.
Customer experience is crucial in the B2B space, and clearly, there are many facets involved. Staying on top of customer needs can help companies continue to refine the customer experience to stand out from the competition and create loyal, satisfied customers. For more on B2B best practices in customer experience, download my new ebook on the subject here.
To learn more, read about customer experience design principles next.
Originally published Aug 20, 2020 7:00:00 AM, updated August 04 2021