The quality of your customer journey is more important than it once was. It’s a crucial part of the overall customer experience you provide, and it says a lot about your brand as a whole — for B2B organizations in particular. According to Cision, 81% of organizations view customer experience as a competitive differentiator. And, PWC found that 73% of consumers say a good experience is key in influencing their brand loyalties. But, how can you ensure you’re getting it right? If you don’t already have a robust and engaging customer experience strategy in place with an optimized customer journey weaved throughout it — you risk falling behind your competitors and losing out on vital business opportunities.
What is your customer journey?
The customer journey is the path your customers take on the lead up to making a purchase with your business. It’s rarely straight-forward and often involves multiple digital touchpoints — especially in the B2B world. According to Salesforce, it can take 6-8 touchpoints to generate a viable sales lead. For example, a potential customer may follow your brand on Twitter. They see a post that interests them and they follow the link to your website. The link takes them to a specific blog post that engages them further — at this stage, they might go on to explore more of your content or work their way through your website. It’s unlikely that a first-time visitor will go straight through to the purchase stage — however, a great user journey will ensure nothing stands between your potential customer and the purchase. Remember, a buyer may repeat this process or come across your business via a different medium many times before making an inquiry or purchase.
Understanding the customer journey
According to the Adobe Digital Trends Report, more than half of marketers are prioritizing more effective audience segmentation and targeting. To understand your customer journey, you must first understand you customers. More importantly, you need to understand the different types of customers you have — and the different buyer journeys they go on. Make use of the data you already have to gain insight into who your customers are — what industries buy your product? Which social media channels do your key decision-makers use? What sort of behaviors do they typically exhibit on their buyer journey? The more you know about each segment of your audience and the journeys they go on, the better.
Customer experience should no longer be put on the backburner — instead, businesses need to have a robust customer experience strategy in place to gain the best results. It should be at the center of your business, your website and the service you provide. Walker found that 86% of consumers are willing to pay more for a great customer experience. And, according to Oracle, they found that just 1% of consumers feel that vendors consistently meet expectations. Ensure your teams are aligned, customer-focused and working towards common goals and objectives so that your strategy is executed effectively, and the best results are achieved. Remember, experience is what sets you apart from other vendors!
Where a customer journey map is a visual representation of the various touch points throughout the buyer journey, analytics provide businesses with the data to track, monitor and analyze customer behavior — weaving together data from across all touchpoints. Journey analytics provide valuable customer insight from across your channels, enabling businesses to manage the journey, make data-driven decisions and supercharge their customer experience. Use high-quality information to decipher when is best to engage, the type of customers that follow a particular path, and the likelihood of churn. Make accurate predictions, increase the lifetime value of your customers and boost your marketing measurables.
Embracing technology for supercharged customer experience is a must. As the digital world continues to grow and expand, more and more of your competitors are employing marketing technology to boost their businesses. If you haven’t already included innovative software in your customer experience strategy, you’re already a step behind! From streamlining and enhancing processes, to improving personalization capabilities and reducing human error — software can vastly improve and support your organization. From customer experience platforms and customer relationship management software, to mass personalization technology and marketing automation, there’s no excuse for a poor customer experience in 2020.
Webeo is a leading website personalization software revolutionizing the B2B online experience. The software works by transforming static websites into bespoke, personalized sites based on the visitor. Utilizing a global leading database of business IP addresses, Webeo tailors your existing website to meet the needs of the visitor — without any need to alter the base code. Users can edit the greetings, appearance, language, content and calls-to-action displayed — optimizing customer experience and improving the user journey. Boost your CRO, reduce your bounce rates, improve time spent on your site and create the perfect website for every visitor, every time. Discover the power of website personalization and book your demonstration today.