The first and most important best practice for B2B sales organizations when it comes to the customer experience is actually making it a priority.
Adopting a customer’s viewpoint when connecting with a potential customer is crucial. When you think like a customer, your viewpoint shifts. The focus becomes on creating value. The central purpose of disruption is to meet the customer’s needs more effectively.
If a company needed a product or solution, they’d reach out to a potential vendor and deal with a salesperson, who’d pitch them with the best options to choose. And if they had an excellent experience with what they heard, they would make a purchase.
Businesses attempting to achieve excellence with regards to customer experience need to go beyond fixing what is currently broken and responding to complaints. Besides, they must take the time to clarify precisely what the ideal customer experience is. It is only after this optimal experience is defined that a B2B sales organization can take steps towards living up to that vision and delivering on its promise.
A customer’s perception of your business is often the difference between happy returning customers and those who are unsatisfied and therefore unlikely to use your products/services again. Mapping your customers’ journey is the first step to designing and delivering a seamless, integrated experience to your target audience. You need to be mindful that mapping your customer journey is not a linear process. It’s important to have qualitative and quantitative feedback across all the segments incorporated. This will help you identify opportunities to enhance the customer experience.
The importance of creating great B2B experiences is not just in keeping up with competitors and audiences, it also has a positive impact on company performance. B2B companies that transformed their customer experience processes saw benefits similar to those seen by B2C companies, including higher revenue growth, higher client satisfaction scores, improved employee satisfaction, and a reduction in operational costs.