Posted On: Apr 25, 2018
Posted By: John Duff

When it comes to the success or failure of a business, customer experience falls at the core. And when we talk of B2B, it becomes something you can’t afford to skip. The reason is B2B organizations are built on the relationships fostered with customers.

Let’s understand it better.

B2B customers are difficult to handle. This toughness reflects from the reasons they initiate a buying process to the metrics they apply throughout the buying journey. They are IoT empowered, and they don’t believe in taking risks. What appeals to them the most is value and information. What information you provide from your content and what value you offer through your services works as a trust-based to them. Below are some reasons that fail your customer service initiatives and the best ways to deal with them:

1. Data in Silos

The biggest mistake that many marketers make while trying to deliver customer experience is the less or no focus on the customer data that is laying in their company records.

There is a lot of data available but what marketers fail in is to leverage it the right way. They forget that marketing database degrades apace and if it is not cleansed or updated on a timely basis, it hurts the business goals ruthlessly.

What can be done?

Step 1: In-the-moment Feedback

Data can help you get more customers but if you want to apply customer data to deliver customer experience, first you need to collect it. Though feedback, surveys, questionnaires, and interviews are some of the ways of doing it; it’s always better to gather feedback just after a buying journey or a project is completed. Delay in taking feedback from the client might make them uninterested in giving you the same.

Step 2: Tech-driven CX Data

One practical way to get the best out of customer data is to power it up with the latest technology. In other words, data that is driven by cutting-edge technologies and market requirements works well in helping you deliver enriched customer experience.

Step 3: Respond to Feedback

Once you get the feedback, make sure you respond back to the existing or potential client as it gives them a feeling that you care about what they think of you as a brand.

2. Content Myths

And they really harm your business goals! Below are some of the content marketing myths that many marketers believe:

  • Only the long-form or only the short-form content can work
  • Text-based content works more for B2B readers
  • The goal of content marketing is to bring sales
  • Many blogs work better
  • “All of the content should speak only about my brand”

To help you more: 4 Myths That Are Failing Your Email Marketing Campaigns

What can be done?

Step 1: Make it Customer-centralized

Content is the most effective way of marketing today and if you want to offer your prospects an enriched customer experience, make it customer-centralized. Remember that your readers don’t come to your blogs just to know about the grandeur of your company. They read your blogs or article to get the solutions to their problems. So, give them what they want.

Step 2: Infuse Emotions

Readers, either B2B or B2C, are humans and humans have a psychology that can be leveraged to convey them that what they want is exactly what you are offering them:

  • Use social media to give them social proof of your brand’s credibility
  • Look for influencers who can help spread positive words about your services
  • Use positive customer feedback and comments in blogs, videos, or even infographics
  • Focus on the designing of the website as it plays an incredibly vital role in delivering excellent user experience.

3. Too-Much or Too-Less Focus on Post-Sales Journey

The one mistake that marketers often make – they focus too much on the pre-sales journey, and they almost forget a client when a purchase is made. In some cases, they give excessive stress once the buying journey in over. However, they fail to discern that in both the ways, the chances are more your clients are going to set annoyed.

What can be done?

Remember that B2B businesses rely on the relationships built with clients. And thus, it becomes important to pay attention not only to the pre-sales journey but also to the post sales journey of your prospects.

  • Send them relevant feedback forms just after your project with them is completed
  • Reply to their feedback in-time
  • Send them customized emails or roll out an email specific to their customer behavior

But, do it in a balanced consistency as going extra with any of the cases can take you in their spam folders, regardless of how long-termed client they are.