Factors shaping the B2B customer experience in 2021

What Will Shape B2B Customer Experience in 2021?

B2B customer experience has really started to matter. According to a survey, “better digital purchasing experience” is one of the top drivers of change in vendor preferences. B2B decision makers demand that companies provide them with customized buying experiences. This very much reflects what a global study that found out — 80% B2B buyers changed vendors to meet their increasing expectations. As you read further, we’ll talk about what factors shape B2B customer experience (CX) in 2021?

B2B Customer Experience: Let’s Talk Stats

  • “ROI of Customer Experience, 2020” report found a directly proportional correlation between CX and customer loyalty.
  • As per “2020 Data-Driven Marketing & Advertising Outlook” report, 90% of B2B marketers believe their organizations should prioritize CX just like their B2C contemporaries do.

These two statistics alone are enough proof that B2B organizations need to improve the customer experience of their clients to stay relevant in a competitive marketplace.

B2B Landscape Evolving Like Never Before

Leaders across the globe were already shifting towards digitization. Covid-19 just accelerated the process. From rapidly implementing technologies, tools and processes, to our daily routines, B2B organizations are evolving ways of work like never before. As face-to-face interactions are increasingly replaced by digital conversations, the pain point is how can organizations give a great digital customer experience?

How to Evolve Your Own B2B CX Strategy

Here are three things things you could look at to improve B2B customer experience:

●      Personalization and Context

One of the biggest reasons why a lot of companies struggle with their B2B marketing campaigns is their “catch all” generic approach. When you approach a prospect, make them feel as if you understand what they need. Personalize your content based on the interest of your prospect and on what stage are they in the whole buyer’s journey. When customers start getting content recommendations aligned to their interests and needs, probability of their engagement increases.

In the recently concluded True Influence Summit, Salesforce’s David Amaro shared an incredible insight — Calling out a specific audience in an email subject line leads to more engagement. He said to do A/B testing; keep optimizing your marketing campaigns and find out what works and what doesn’t as per the likes of your audience.

●      Customer Segmentation

The more targeted your audience, the better your chance of getting the best results from your campaigns.

With a plethora of choices, customers face the problem of “analysis paralysis.” As an organization, go an extra mile to understand them better and deliver something that generates their interest.

Use intent data to analyze and categorize your customer base. Segment into groups of shared interests or behaviours such as:

  • Purchase history
  • Product viewed
  • Pages visited
  • Questions asked

Every digital touchpoint gives you a lot more clarity on your customer, their needs, pain points and interests. Using this data you can serve personalized content to every segment in the form of emails, e-books, whitepapers, and product recommendations.

●      Invest in New Tech

Having a great product or service doesn’t mean customers will keep buying from you. You need to complement that with a great purchase experience as well. According to Mckinsey, 70% of buying experiences are made based on how you make buyers feel.

Importance of Intent Data in B2B Customer Experience

Intent data plays a critical role in both personalization of your content and segmentation of your audience. It helps understand your audiences better and build stronger relationships at each touchpoint.

Through intent data, B2B businesses improve their ability to communicate with their audiences during crucial stages of their buyer journeys.

People may forget what you said, but not how you made them feel.

We aren’t the first to say it, but it’s the truth: People may forget what you said, but not how you made them feel. In these tough times, businesses that deliver seamless digital customer experiences with personalized offers and better pricing are the ones that will gain momentum, even during an economic slowdown.

A simple “Thank you” to customers after a purchase can enhance your brand value. That’s why B2B organizations that offer better customer experiences earn between 4% and 8% above their rivals.

Make your customer feel valued. Invest in the best customer support technology. Save time and money building real time connections with your customers. Stand out from your peers not just in terms of product quality, but customer experience as well. You might enjoy this article next, Expand the Impact of B2B Intent Data: Where to Start?

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