In the B2B space, customer experience, often referred to as CX, is more important than ever. If you want to make a good impression, you will want to improve your B2B Customer Experience. How do you do that and keep this business going? Here’s what you need to know.
Use Live Chat Instead of Cold Calling
In the past, cold calling was one of the best ways to generate leads for your business. These days though, it just doesn’t work. “In this day and age, a business will have caller ID and filters to block unwanted calls,” says B2B writer Jenny Holstead of Last Minute Writing and Draft Beyond. “You have to find another way to reach them and show them what you can do.”
New technology has made cold calling obsolete, while live chat has taken its place. It also has many improvements, as many customers report higher satisfaction rates when they use it. You can use chatbots that point customers in the right direction, or agents that can actually handle several conversations at once.
Trying to Do Everything Yourself
As a business, you will want to keep it at home as much as possible. If you’re a small business, you assume you can’t afford to pay for extra services. As a larger business, you may want to keep everything at home so you can track it.
However, this will not result in the best Customer Experience. If you have to deal with something new like copywriting or graphic design, it can be a tough learning curve. You can invest money in training staff or hire an outside freelancer to assist you. This gives you faster results and you’ll see a much better Customer Experience when working with experts.
Staying on Top of the Tickets
When you work in the B2B space, you know that customers are often more impatient. When there is something that needs to be done, you will have to get it done as soon as possible. As a new business or small business this will be difficult. You should be able to meet these demands, but when working with a small team, sometimes you just can’t keep up.
If you want to be able to do that, you need to get software to help you track support tickets. This allows you to immediately see and sort when a ticket arrives. You will also be able to see the support history with that customer at a glance. This is another way new technology is helping B2B services.
Make Sure You Use Analytics
As a business owner, of course you want to grow your business and make it better. If you want to do this, you need to measure the customer experience. Without this data, you won’t be able to understand how to measure how your business is doing or make improvements.
To truly improve the customer experience, you need to have an analytics system in place. You’ll want to measure your Net Promoter Score, journey analytics, customer satisfaction, and customer effort score. There is a lot of software designed to help you. Try using different tools until you find one that works for you.
Issues with Customer Journey Mapping
“The customer journey map is the way to discover and fix common issues in the customer experience,” says business expert Jay Ulman of Research Papers UK and Writinity. “However, if you’re having trouble getting the right data to make these maps, you can’t do it effectively.”
The key to creating good customer journey maps is to use both digital and human interactions. Every business is different, so the way you create these maps will be different too. For example, if you have a diversified customer base, you will need to devote more time and work to understanding why every part of your customer base wants your product.
In this day and age, it is very important to be aware of the technology available to you. It’s always changing and impacting how you interact with your customer base. Struggling companies are those that don’t keep up with the timeliness and update their technologies accordingly.
It’s best to follow the latest trends and see what your customers are up to. Building an online community such as a message board can help you understand the CX of your business. You can also hire a CX expert who can track all of this for you and make recommendations as needed.
Updating and Not Understanding New Technology
While it’s important to constantly update your technology, it’s also important not to constantly update it just because you think a successful business should. As you keep updating, it will make some processes more complicated. If you go too fast, you may soon find yourself in over your head.
Rather than dive right in, take a step back and understand the technology you want to use. Will it give you the results you’re looking for? It’s better to scale down and keep things simple than to stand up first with something you’re not one hundred percent sure of.
Understanding the Complexity of the B2B Customer Experience
When you buy products from a store, it’s a simple process. The process of buying a B2B can require large sums of money and some real responsibility. In the midst of all this, it’s easy to forget that you need to build a relationship with the business you’re selling to.
Train your teams to understand this relationship and how it impacts the Customer Experience as a whole.
In the B2B scene, CX is more important than you know. If you can avoid any of the pitfalls above, you should be on your way to creating a great experience for your customer base.