The B2B user experience does matter
MTI Selling
Personalization and transformation of the B2B experience has long been downplayed. Today, I will be sharing with you why it is also relevant to develop great experiences for the B2B consumer in the era of digitalization.
While B2B audiences are not as likely to abandon purchases or choose another competitor because of a bad experience, as is the case with B2C audiences, the impact on long-term business relationships is increasing.
Reasons why we should include experience in B2B strategies
- The B2B customer expects a superior experience:
A B2B consumer interacts with B2C experiences every day, for example for personal purchases. These B2C companies provide cutting-edge digital experiences. Currently, the B2B audience expects their digital experiences to be increasingly similar to the level offered by B2C companies.
- It benefits the whole company:
B2B companies that have transformed their consumer experience processes saw outcomes similar to B2C companies (increasing their revenues from 10% to 15%, higher customer satisfaction score, higher worker satisfaction and lower costs (McKinsey).
- It has an impact on the buyback rate:
86% of those who receive an excellent consumer experience are more likely to make another purchase (The Tempkin Group). Retention can involve not only a renewal but also up/cross selling and, in the best case, the recommendation of our service. So, experience ends up being the beginning of a cascading effect of sales that cost less effort and less resources.
Keys to consider in the B2B customer experience
The purchase journey ranges from the recognition stage to customer loyalty. So your experience with our brand starts from the moment you find us on the web and view and/or interact with our social media (omnichannel).
Digital media are present throughout this process, especially at the beginning of it (relevance of digital presence, content and targeted positioning).
The value of data: One of the main characteristics of digital experiences in B2C is that their strategies are personalized because they are based on data. One of the challenges I shared in the previous article, is to become companies that focus their strategies on data. In this case, they will enable us to approach the B2B customer (who is a human being) knowing their needs, concerns, motivations and preferences. Let us not forget the relevance of having digital tools and clear business processes that make this personalization possible and that will bring in commercial efficiency.
Fuentes: Improving the business-to-business customer experience - McKinsey & Company La Importancia de Entregar Óptimas Experiencias al Cliente B2B - Liferay
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