When most people think about customer experience (CX), they picture consumer brands: fast shipping, easy checkouts or personalized shopping. But in today’s market, B2B companies can’t afford to treat CX as an afterthought. The experience you deliver is often the deciding factor in whether a buyer chooses your business.
Convert Prospects With Better B2B Customer Experiences
The B2B buying process is often long, complex and involves multiple decision-makers. Poor customer experiences, such as slow onboarding or response times, can prevent prospects from converting. In fact, research shows that up to 80% of B2B buyers expect the same buying experience as B2C customers. They demand a personalized buyer journey with content tailored to their role, needs and interests. By refining your B2B customer experience, you can build trust in your brand, improve retention and boost conversions.
6 Expert Tips to Improve Your B2B Customer Experience
1. Develop Personalized Content
B2B buyers expect communication that is tailored to their role, industry and specific challenges. By developing personalized content, such as targeted email campaigns, customized web experiences and relevant advertisements, you can build trust and encourage conversions.
1. Prioritize Seamless Navigation
Buyer touchpoints should be seamless, including webinars, websites and landing pages. Ideally, pages should load quickly and offer clear navigation, so prospects can easily find what they need. By optimizing each touchpoint, you can ensure customers are satisfied throughout their entire journey.
3. Educate Your Prospects
B2B buyers want content that is informative and solves their key pain points. With educational content, such as blog posts, case studies and animatics, you can simplify complex ideas and communicate your value proposition more clearly. This content builds trust and positions your brand as a trusted authority.
4. Align Your Sales and Marketing Efforts
Buyers experience companies as a whole — they don’t distinguish between departments. By aligning your sales and marketing efforts, you can offer a smooth buyer journey and reduce friction as leads become customers.
5. Offer Extended Customer Support
Customer support should not end once a contract is signed. Keep your customers satisfied by offering responsive service and proactive account management. By improving your support services, you can boost retention and build lasting relationships with customers.
6. Simplify Concepts With Visuals
Videos, strong design elements and animatics are essential tools for explaining complex solutions in an engaging way. A well-produced product demo or video can simplify concepts for consumers and help them make decisions faster.
Analyze Your B2B Customer Experience
- Analyze Your Touchpoints: Consider every stage of your buyer’s journey and identify aspects to improve, such as customer service or follow-ups.
- Use Data to Personalize Content: Analytics and customer feedback reveal where personalization will make the biggest impact.
- Train Your Teams: Equip sales and marketing teams with the tools and knowledge to deliver a unified experience.
- Prioritize Relationships: Offer continued support to customers to strengthen relationships and boost retention.
Grow Your Business Through Exceptional Customer Experience
B2B customer experience isn’t just a buzzword — it’s where B2B competition is happening today. Companies that invest in customer experience close more deals and strengthen customer relationships, leading to business growth.
At Schubert, we help B2B brands create standout customer experiences with smart strategy, compelling design, video and digital campaigns that connect with buyers at every stage their journey.
Improve your B2B customer experience and contact Schubert today to grow your business and gain a competitive edge.