10 Techniques to Improve B2B Customer Experience

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Business User Experience (UX)

Despite the best efforts of businesses after the sweat and toil involved in generating leads for their business, poor customer experience (CX) is still a common issue.

A recent study found that 60% of B2B companies have experienced a drop in customer satisfaction in the last year.

Fortunately, there are steps businesses can take to improve B2B customer experience. In this post, we’ll share ten techniques you can use to delight customers and encourage them to do business with you again.

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1. Encourage feedback from your customers

Customer feedback is invaluable for improving B2B customer service. After all, who knows better than the customers themselves what needs improvement?

Encourage feedback by making it easy for customers to give it, whether through an online survey or simply by asking them for their thoughts after interacting with you.

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Then take that feedback and use it to make changes that will improve the experience for everyone involved.

…and from your experienced employees.

It’s not just customers who can provide valuable feedback on their B2B customer experience; employees can also be a great source of information.

After all, they’re on the front lines dealing with B2B customers daily. Encourage them to speak up about their experiences if they see something that could be improved or if they have any suggestions on how things could be done better.

Their insights can be invaluable in helping you fine-tune the customer experience.

2. Analyze customer feedback to predict customer behavior

Predictive analysis equips you with the relevant information to deliver the best possible customer service experience.
Companies that focus on predicting B2B customer behavior have a much better lifetime value.

The passive data you gather from customers contains their history, expectations, wants, and dislikes. Use these data points to create sales and marketing strategies that address your current and potential customers’ needs.

As a side note, an integrated sales and marketing CRM is an indispensable tool for gathering these data points.

3. Customers should be able to quickly find information

It is also crucial for customers to find information easily on your website, which means having a well-organized website with clear and concise product descriptions.

It is advisable have a search function on the website so that customers can easily find what they are looking for.

4. Provide a personalized experience

Another way to improve the B2B customer experience is to provide a personalized experience.

It means tailoring your communications and interactions with each particular customer based on their specific needs and preferences.

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For this, you can use data from previous interaction experiences; such as their purchase history, to provide relevant recommendations and offers.

5. Improve the quality of B2B customer service

Another Major step to improving the B2B customer experience is enhancing your customer service.

Let your customers easily contact you and be responsive to their inquiries. You should also ensure that your customer service representatives know about your B2B products and services and can provide helpful and friendly assistance.

Identifying pain points is an excellent way to improve the customer experience. Ask yourself questions such as:

  • What are the areas where your customer experience struggles?
  • What are their biggest complaints?

Once you know their pain points, you can start working on solutions to eliminate them.

6. Offer incentives for loyalty

You can also improve the B2B customer experience by offering incentives for loyalty. This could include offering discounts or rewards for further deals or referrals.

Loyalty programs are a fantastic way to reward your most loyal customers and encourage them to continue doing business with you.

7. Utilize a multi-channel B2B content marketing strategy

A personalization approach and contextual content through customer feedback will bring the expected result only if you reach your B2B customers.

Today, customers never stay in one crowd.

So, you have to use multi-channels to get to customers.
The best strategy is to use the COPE methodology; you Create Once and Publish Everywhere.

This approach helps you get to B2B customers through multi-channels without putting much effort into creating content. You may integrate technology to publish your content to every platform with just a click, such as Buffer.

8. Optimize your Website

A website is a vital point for the B2B customer journey CX. You create a stellar website through the professional web designing and development services of Klizo if you haven’t done it yet!

After all, it is the ultimate digital storefront for your B2B business!
But if you already have an online presence, it is time to optimize it thoroughly!

It will allow your customers to easily navigate through your website without any limitations! Websites with usability and accessibility issues always take a toll on sales.

So, optimize these parameters right now by following all the website accessibility guidelines and taking care of necessary usability measures.

9. Connect with B2B customers in real-time

Reports show that today 80% of business buyers expect B2B companies to interact and respond in real time. Whether it is questions, queries, or complaints, B2B customers want instant responses.

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Customers appreciate Live chat for B2B

In B2B sales, customers have much higher expectations than B2C consumers. How to meet these expectations? Nothing can come in more handy than the Live Chat option on your website and social media!

While Live Chat is a perfect channel for real-time communication with B2B customers, social media platforms like Twitter, Facebook, and Instagram work excellently in providing clients with a speedy response.

As per one 2020 LinkedIn State of Sales report, 75% of B2B buyers get influenced by social media.

10. Take a page from B2C

Your brand’s experience with customers often begins without any formal introduction.

You can typically find examples of top-tier branding ™ by searching Google for the best B2C companies.

You may get the impression that the best marketing strategies exist primarily for consumers, but you can follow these policies to frame your B2B marketing presentation.

Ultimately, B2C and B2B customers want the same thing; success, recognition, and avoiding failure at any cost in their experiences with you.

To gain recognition and trust from clients, you need to develop a human brand (which may appear similar to a B2C brand).

Improve your customer experience with these hacks

Enhancing customer experience doesn’t have to be a daunting task. Using some or all of the techniques we’ve shared in this post, you can make small changes that will significantly improve your customers’ satisfaction with your B2B business.

Implementing some of these ideas will set your business apart and keep customers coming back for more. It means having clear and concise terms and conditions and an efficient order process.

It’s also important to be responsive to any questions or concerns your customers may have. B2B customer experience can make or break your business, but it can be challenging to ensure every customer has a positive experience.

Do you have any other tips for improving B2B customer experience? Feel free to share them below! !

Article by:
John B. Martyn

Since 2008, John B. Martyn has been working with SaaS-based products. Apart from learning new things, he loves to write. At present, he writes content about Lead Generation strategies for Brightest Minds.

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