According to Walker, 86% of consumers are willing to pay more for great customer experience. And, loyal customers that support a brand for a long period of time spend 67% more than new customers, according to Edelman. So, as more and more businesses compete based on customer experience, including it in your business strategy has never been more important. To execute the best customer experience strategy, you want to be a leader in your industry, offer unbeatable CX, solve problems, add joy to your customer journey and put your customer at the heart of everything you do. Let’s take some inspiration from the organizations getting it right!
‘Try before you buy’
When it comes to making a purchase — especially one that is costly or will have a long-lasting impact — giving customers the opportunity to give it a try first is revolutionary for the world of customer experience. Innovative app Inkhunter uses Augmented Reality (AR) so users can see what a tattoo looks like before they get it. As far as client experience goes, this is a great way to build trust, ensure your customer knows exactly what they’re signing up for, and provide your team an extra opportunity to showcase what they do. A similar approach was taken on by brands like Coca-Cola and Ikea, enabling potential buyers to visualize how a product will look in their home or office space. For B2B organizations, a no-obligation free trial is a great way to enable potential customers to get a feel for what your product is and why they need it before making a purchase.
Use great customer experience to add value
To excel in CX, you need to provide your customers with genuine value to prove you’re the ultimate vendor for them. Rum brand Malibu created a number of limited-edition bottles that included a QR code, giving customers access to mobile games, prize draws and even cocktail recipes. This provided customers with more than just a product — developing an experience, sharing knowledge and creating an opportunity. Apply the same to your B2B organization in the form of direct mail campaigns and content marketing. Remember, content is king! Design a plan based on your audience’s interests, needs and pain-points so they truly benefit from what you create and share. Be as fun, creative and interactive as you can for maximum engagement.
Be there 24/7 with customer experience technology
The world has never been more ‘online’ than it is right now. And, that means that things are moving faster, and expectations are higher. This includes your customer service. But, how can you ensure that potential customers getting in touch before or after work don’t become missed opportunities? Take a leaf out of mattress brand Casper’s book by employing an innovative chatbot to enhance customer service experiences. In Casper’s case, the Insomnobot-3000 was designed with insomniacs in mind, only operating between 11pm and 5am. But for B2B organizations, providing a 24/7 service should be on your agenda. Use Artificial Intelligence (AI) to take your customer experience to the next level, making customer service easier than ever and providing hyperfast responses.
As a customer, is there anything better than receiving a personalized experience? When you’re busy with what feels like a million things to do, the last thing you want to see is irrelevant content that doesn’t resonate with you. Cleo is a game-changing chatbot that offers personalized financial advice, tailored specifically to its user — in fact, they can even choose the tone of the conversation they have with the bot based on their own preferences. B2B buyers are consumers in their personal lives, and they likely have a lot to do, too. Make use of high-quality data to provide a personalized or bespoke experience for your customers to develop loyalty and enhance relationships.
So, what do all of these innovative, exciting and futuristic ventures have in common? They’re rooted in personalization. They add genuine value to their target audience. They make something easier or more enjoyable for the clients they work with. While B2B organizations aren’t always granted the same creative freedom as consumer marketers — that doesn’t mean we can’t apply the same messages and values to our own products, brands and services. Think outside the box, take a walk in your customers’ shoes and put their experience first. Not only will you yield excellent results from your business, but you’ll also reap the rewards of positive customer feedback, better client relationships and increased chance of recommendation.
On-site personalization software is a game-changer for B2B organizations — transforming traditionally static websites into bespoke online experiences. Webeo is an innovative website personalization tool revolutionizing business websites in real-time. It works by utilizing a global leading database of business IP addresses and tailoring your website based on the visitor that lands. Users can edit the imagery, language, content, greetings and calls-to-action displayed on their website to create the perfect site for every visitor, every time. Boost your conversion-rate, reduce your bounce-rate, increase the time spent on your website and supercharge your customer experience for impactful results. Discover the power of personalization and book your Webeo demonstration today!