How B2B companies create an optimal customer experience
Growth market of the future
The future of B2B commerce looks positive, according to the study "The German Internet Economy"[1] by the eco Association and Arthur D. Little shows. Turnover is expected to grow to more than 46 billion euros by 2019. It is not just price and product that are decisive for success, but the positive experiences that customers have with a brand, and the B2B environment benefits from the experience of B2C when it comes to digitalization. It is important to accurately assess customer needs based on long-standing relationships and offer personalized services accordingly. The B2B shopping experience as convenient as in B2C is a top priority. After all, in an increasingly digitalized world, B2B companies must also set themselves apart from the competition and place the needs of their customers at the heart of all activities. In addition to a flexible system architecture and personalized content, the following four steps lead to the goal:
Form steering committees
Digitalization affects all departments. Management in particular must actively drive the digital transformation and get employees on board. It is helpful to form a committee consisting of representatives from sales, marketing, IT and other departments that is responsible for optimizing the customer experience (CX). Employees who work with the relevant CX solution must be comfortable with it and have a say in the design, for example.
Create a digital timetable
For digitalization to succeed, companies need a digital roadmap. When drawing one up, it is important not to stick stoically to a plan for months on end. Instead, an agile trial-and-error approach is advisable, which allows for deviations and can be adapted to acute needs as required. To create the roadmap, companies should gain an overview of internal and external requirements and keep an eye on what human resources are available - and whether they can meet the requirements. Companies should also record how digitalization improves ROI. Very important: disruption does not happen overnight, so it is important to think step by step.
Communicate consistently across channels
Customers also appreciate convenience in the B2B environment. Companies should therefore improve usability with simple digital solutions. For example, sales representatives can view stock information on site in real time and provide existing or new customers with product brochures. When companies establish a uniform corporate design across all channels, such as apps or traditional print advertisements, they ensure a high level of brand continuity and a consistent brand experience. After all, the touchpoints in all customer contact channels are identical both visually and functionally.
Thinking about the future
For more help and tips on how companies can establish needs-based personalization and a consistent customer experience in order to acquire new customers, retain their regular customers and generate more sales, interested parties can read BloomReach's free white paper "Customer Experience: Success factor in B2B*Tjeerd Brenninkmeijer is Executive Vice President EMEA at BloomReach (www.bloomreach.com), a provider of personalized digital experiences. He oversees the growth strategy, strategic alliances and operations in the EMEA region. As a thought leader in the digital experience sector, Tjeerd Brenninkmeijer is a frequent contributor to industry publications and events.[1] https://www.eco.de/internetstudie.html
