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How Can You Improve B2B Customer Experience

Suman  Ramchandani
Suman Ramchandani Mar 10, 2022

Enable brand loyalty by giving your customers what they want

According to a Forbes article, ‘Customer experience is today’s business benchmark.’ It's becoming the new norm for businesses to put their customers first.

The first impression of your business is where the customer experience begins and ideally, extends to ongoing interactions that build loyalty. And it's not just about ensuring that your customers complete their customer journey but it's also about how successfully you are able to achieve your customer’s objective.

Customer experience enables you to connect your customers with the appropriate solution. A long and healthy relationship with customers navigates a journey towards a desired outcome such as deciding on a purchase or finding the best solution for what they are looking to solve. As a business, it is essential to take every possible measure for a delightful customer experience. 

5 tips and techniques to improve customer experience

1. Understand your customers’ needs 

Understand your customers’ needs 

To ensure that you're mapping out customer journeys that generate business results, you must first address your consumers' needs. Once you understand customer needs and wants, you will be able to connect and empathize with the situations your customers are facing.

2. Connect emotionally  

 Connect emotionally  

You must have heard the phrase “it’s not what you say, it’s how you say it.”

When you create an emotional connection with your customer, they receive the best experience. 

When the customer is emotionally attached, s/he becomes a loyal customer. They connect with you when you understand the customer and their needs. Make them feel special by knowing what questions they have on their mind before they look out for your product. That’s how you build a healthy relationship with them. 

According to a review study, emotionally engaged customers are:

  • At least three times more likely to recommend your product or service

  • Three times more likely to re-purchase

  • Less likely to shop around (44% said they rarely or never shop around)

  • Much less price sensitive (33% said they would need a discount of over 20% before they would defect)

Building an emotional connection with customers not only makes it easy for customers to interact with you but it will also help you to understand the customers’ psychology better and take required actions. 

3. Engage with your customers, keep them updated 

 Engage with your customers, keep them updated 

It’s important you keep engaging with your customer throughout the buying journey. Engaging customers is crucial to achieving increased sales and enhancing customer experience. Keep them updated on what you have done so far, what is your upcoming strategy, what you are planning to do to provide them with the best experience. 

At every stage of the customer journey it is important for you to be aware if the customer is satisfied, have complete trust in you, have clarity on what you are going to provide/deliver and have no doubts. If your customer can talk to you frankly, then half of your job is done. Make sure they are aware of all the efforts we are taking for them. 

Advantages of engaging customers across their journey: 

  • Your customer will trust you completely, which, in turn, will help you maximize value for your brand. 

  • Helps your business to improve conversion rate through customer retention and overall sales.

  • You can increase the lifetime value by improving customer experience across all the stages of their journey. 

4. Always take feedback

 Always take feedback

Customer feedback is important for any business. It helps you to understand what they think about you, what are your drawbacks and improvement areas and lets you know where you should focus to increase customer satisfaction. Accept each and every feedback from your customer and keep the track so that you can work on your weaknesses.

Always encourage your customers to provide feedback. Sometimes customers forget or don’t want to invest time on feedback. Develop a feedback strategy, make it easy for them. You can create a simple and small feedback form on the website or email. You can also encourage them to provide feedback by offering them some reward. Always showcase your review on your business platform. 

5. Post sale services 

Post sale services

Customer relations do not end after the deal is closed. Yes you read it right. There’s still work to do. Post sale services are important for businesses to drive higher customer satisfaction, brand loyalty and even word-of-mouth-marketing.

  • Always listen to your customers’ complaints.

  • Ensure that the customer is aware of your post-sales support service.

  • Give your customers option to connect with you whenever they need 

  • Encourage word of mouth publicity

Maintain relations with your customers even after the product/services are delivered to them. A satisfied and happy customer brings more individuals and eventually more revenues for the business.

Sales Insight: A Guide For Beginners

To conclude, providing satisfying customer experience should be a top priority for every organization. All humans are emotional and creating an emotional connection with your customer is one of the most powerful ways to improve customer experience.

The right customer experience strategy not only helps to improve customer experience, but also makes your business customer-centric with long-term benefits. 

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