Finally, a brand is a promise, based on the promise of the brand, consumers have expectations of the brand. Customer experience is how you live up to those expectations. Creating and delivering experiences that deliver the promises necessary for creating customer value, and for today’s leading brands, results in attracting customers who are actively evaluating their brand.
Inception Of Sales
Consumers are smarter and expect more. Like B2C, research, and advice are important in the decision-making process, with access to product descriptions, peer reviews, and competitive intelligence, B2B customers make 60 to 70 percent of purchasing decisions themselves. A great customer experience that promises and exceeds expectations.
The B2B model is entering a new era, with companies like International B2B marketplace, General Electric, and IBM paving the way. Digital advancements are driving interest and investment in customer experience from B2B companies. The purchasing process is becoming increasingly complex and non-linear, and the traditional way of purchasing – from discovery to evaluation and evaluation of purchase – is ineffective. Business customers are scrutinizing the promises surrounding their products, services, and brands, so companies need new customer models to deal with today’s increasingly connected customers. “GE has always been the number one brand on platforms like Pinterest, Snapchat, and Vine, not just the number one B2B brand,” Linda Boff, GE’s chief marketing officer, said recently.
Digital technology enables B2B models to deliver seamless interactions, which business customers expect from individual consumers (although B2B is more complex). These technologies are a contributing factor to a satisfying customer experience, but they are not enough. As B2B purchases continue to evolve, and buyers increasingly imitate consumer behavior, B2B brands need to rethink their customer experience, especially as evidence shows that few can achieve progress and ROI at the same time.
According to Accenture’s 2015 B2B Customer Experience Report, “B2B companies that often outperform their peers for strong strategy and execution.” However, only 23 percent of B2B businesses worldwide provide an experience that customers truly value, earning above-average revenue. growth – about 13%.
B2B brands need to have the ability to create and adapt digital customer experiences, or not waste money investing in customer experiences. Many customer experience programs are introducing new ideas based on old business models. According to the survey, teams with poor customer experience reported an average revenue of -1%.
Creating Brand Experiences, From The Inside Out
Brands that want to move forward must plan touchpoints at every stage of the customer journey and identify touch points where engaging experiences will create value for customers and companies. Salesforce.com is not just a cloud company, it has technology that benefits businesses. It is also a company that wants to make the world a better place. Salesforce.com supports non-profit and higher education clients and has awarded more than $53 million. Employees have given more than 1 million hours of their time to charities, and customers know that by using Salesforce products, they are also helping to make the world a better place, locally and globally.
Through strong strategy and strong execution, B2B leaders have shown other companies how to generate revenue through a superior customer experience. Consider the following from Accenture’s research:
From Start To Finish
Many B2B brands still view customer service as the last stage in the customer lifecycle. But service channels are becoming as important as marketing channels and should be considered from the beginning, not the endpoint. End up like the Chinese B2B platform which absolutely follows every step from the heart.
Deliver A Seamless Experience Regardless Of Channel
To generate meaningful ROI from investments in customer experience, B2B companies must strive to deliver high-quality end-to-end experiences across multiple channels. While digital has an impact on customer behavior, preferences, and expectations, culture, non-digital channels must be integrated into a seamless customer experience.
Investing In Digital Talent
B2B brands that saw the greatest return on their customer experience investment doubled their ability to impact customer experience delivery through digital technology. These companies are investing heavily in customer experience and technology. The digital experience enhances the physical experience in a way that cannot be done alone.
In fact, forward-thinking brands – those who consciously and deliberately anticipate future needs and create valuable customer experiences – will emerge as winners. Organizations that manage the whole experience well can reap huge benefits: increased customer satisfaction, reduced frustration, increased revenue, and improved employee satisfaction. Loyalty occurs when a brand makes its customers feel valued and has a strong impact on driving revenue.
