Customer experience could be proudly named one of the buzz-words of 2018. With high certainty, it is going to stay here. Whether you’re working in business-to-consumer (B2C) or business-to-business (B2B) company, you should start paying attention to the way you create customer experience immediately, if you haven’t done so yet.
At least 80% of B2B buyers now expect the same buying experience as B2C customers. After all, the business people you’re dealing with at work are the same who are ordering goods from Amazon in their free time. B2C customer experiences have set the tone of CX transformation. All the people, who receive advanced personalized customer treatment, come to work and... very often experience the same old "traditional" system. Instead of an online catalog, they have to download a pdf or even order a paper brochure. Instead of usual "order in three clicks", they have to call. Does it sound familiar?
https://lumoa.me/blog/b2b-customer-experience/
Marketing in the B2B world is always tough. Let's face it, the topics can be a bit dry, at least compared to the consumer segment.
So with the year coming to a close, it's a good idea to think about new approaches. What are customers looking for? What will resonate?
To get some answers to these questions, I reached out to various marketing experts. Here's what they had to say:
https://www.forbes.com/sites/tomtaulli/2018/12/01/b2b-marketing-strategies-for-the-new-year/
Does Customer Experience matter more for B2C companies (business to consumer) or B2B (business to business)? The answer is they both matter equally. The reason is because people buy from people. B2B buyers are behaving like consumers more than ever before. Though CX methodologies differ, the principles and best practices are similar and it’s important to apply them to B2B and to B2C.
http://customerthink.com/b2b-versus-b2c-which-matters-more-for-cx/
If your investment in voice-of-the-customer (VoC) is intended to help you grow revenue, then VoC in business-to-business (B2B) situations should represent all of the influencers of buying decisions, As shown in the recent article in Understanding Business-to-Business Purchase Decisions, only a third of B2B companies are identifying and collecting inputs from all of the buying influencers. And still fewer are consolidating the viewpoints to create a holistic picture of reality.
Read more at
https://www.business2community.com/b2b-marketing/b2b-voice-customer-integrating-decision-influencers-views-01956648https://www.business2community.com/b2b-marketing/b2b-voice-customer-integrating-decision-influencers-views-01956648/
https://www.business2community.com/ecommerce/how-b2b-ecommerce-marketers-can-use-the-voice-of-the-consumer-to-boost-sales-02133114/
Many B2B organisations are still struggling with the changing balance of power in an age where buyers are more vocal and have the ability to make informed purchase decisions. Customer empowerment has impacted businesses of all sizes, and brand loyalty is always in the balance.
However, leading organisations are finding ways to turn customer empowerment into a competitive advantage. They are gathering and organising voice of customer (VoC) data from multiple sources to build a clear picture of buyer sentiment, intent and requirements. But they are not simply hoarding this data. They are actively using it to leverage insights then devise cohesive sales and marketing strategies aligned with customer needs to deliver better business performance.
Customer expectations change rapidly, and so must the activities used to address them. It’s not easy to keep pace, but with a measured approach it can be achieved. Gathering, analysing and acting on VoC data can underpin a dynamic cycle where buyer actions are managed intelligently to drive tangible, long term business success.
https://www.b2bmarketing.net/en/resources/blog/how-put-voice-customer-work/
Much of the conversation was focused on digital how-to’s, discussions on the direction that online marketing will be moving in the coming years and the ever present suspicion that computers will steal all of our jobs.
https://mopinion.com/digital-development-on-the-rise-for-b2b-companies/
When talking about customer experience, there’s almost an underlying assumption that the focus is on customers in the B2C space. But B2C is just one side of the coin. There’s the B2B angle to it as well, where delivering a great experience is equally crucial to be successful in the long run.
According to Accenture, approximately 80% of executives in B2B companies believe that offering an outstanding customer experience is directly connected to generating better business results and ensuring the company has a competitive advantage. Despite this realization, fewer than 25% of these companies excel at offering great CX. The rest still have a more product or channel-centric approach, with everyone in the organization focused on the product and where and how it’s marketed.
http://customerthink.com/the-future-of-customer-experience-in-b2b/
A business’s brand plays a crucial role in the overall success of a business. A report from Circle Research found 77 percent of B2B marketing leaders believe branding is critical to growth. While the majority of marketers believe good branding is critical, many businesses struggle to identify how to go about defining and building a brand. The same report found a mere 39 percent of B2B companies have a clearly defined brand strategy.
For many businesses, “branding”, is seen as a secondary nicety rather than an essential component to the business. After all, is the perfect logo really as important than keeping the lights on? Evidence suggests it is. B2B companies with a strong brand generate a higher EBIT margin outperforming weak brands by 20 percent.
Consistency is frequently touted as the key to building a successful brand, but consistent in what? Let’s dive into the three types of brand consistency that can boost customer loyalty.
https://customerthink.com/the-three-types-of-brand-consistency-that-drive-customer-loyalty/
When it comes to customer experience, expectations are at an all-time high. With the arrival – and subsequent success – of big players like Spotify, Uber and Airbnb, businesses around the world are racing to match the speed, dynamism and customer-centricity of these digital giants.
However, B2B customer-experience index ratings significantly lag behind those of retail customers. And with one customer intelligence consultancy predicting that customer experience will overtake price and product as the key brand differentiator by 2020, there’s no better time to transform your B2B customer experience and start reaping the rewards.
https://econsultancy.com/three-steps-to-b2b-customer-experience-management/
Bookmarks on this page are managed by an admin user. 
