3. Focus on Customer Experience
Gartner research found that 75% of B2B buyers prefer a rep-free sales experience. Therefore how are you supporting your customer experience at the start of their prospect journey? And what happens next?
Analyse your process and here are some ideas to help improve their experience. Prioritise delivering seamless, personalized experiences across all touchpoints:
- Implement chatbots and AI-powered customer service tools for instant support. The website gurus tell me that customers are rarely completing website forms these days. However, people do use chatbots more as part of their buyer journey, before picking up the phone or sending an email.
- Develop a mobile-first strategy to cater to the increasing use of mobile devices in B2B decision-making. It’s now professionally acceptable receive and call via mobile – check your message! and many offices are now entirely virtual with the landline as a serviced office option.
Adopt an omnichannel approach to ensure consistent messaging across platforms – easier if you have the right tools! (see tips #1 on AI and #2 on emerging technology).
The key to success lies in staying adaptable, embracing emerging technologies, and always keeping your customers’ evolving needs at the centre of your mind. What other technologies have you discovered to improve customer experience? I’d love to know.
Look out for #4 in this series and if you’d like a complimentary review of your marketing strategy simply email me or book a quick call.