Though many businesses measure success based on the number of sales closed and the volume of revenue from new opportunities, it’s important to remember that client retention is just as vital to business growth – if not more so.  Your organization will not expand if you need to constantly close sales to make up for customers lapsing and moving away from your brand to engage with competitor products.  Therefore, customer experience is key; it is the linchpin of business success, consistently ensuring clients have a positive perception of your brand.

What customer experience means for businesses

The customer experience (or CX) outlines how clients perceive your brand and is influenced by a number of factors.  Improving how you interact with clients, the services you offer and the products you provide all help your team to establish a successful CX.  Securing a positive customer experience is vital, keeping every client happily engaged with your business and loyal to your products and services.  This isn’t just beneficial for team and client morale; maintaining an increasingly positive customer experience offers many business benefits.  From improving revenue through retention, upsell and cross-sell opportunities, to boosting sales activity and product relevance; customer experience for many businesses is the secret unlocking future expansion.

Strategies for CX success

As you may imagine, juggling a number of different business processes to maintain strong customer experience can be a challenge.  Client perception is delicately balanced, and the smallest hiccup can set you back to square one.  Your team need to build sturdy customer experience foundations for the best chance of success, and these strategies are a great place to start.

Improve website usability

This may seem simple – too simple to affect such a vital business process. But you’d be surprised at what an integral service your website offers, remaining an online hub for both clients and prospects alike.  As 94% of B2B buyer journeys start online, it’s easy to understand what a vital piece of customer service equipment your website really is. But if your website experience is clunky and difficult to navigate, clients will get frustrated when looking for contact details or product support information.  This causes disgruntled clients to contact your team directly, lowering their morale and hindering their chance of offering exceptional customer service.

By making small improvements to your website usability, you can improve user navigation (UN) and user experience (UX), which both benefit your team enormously.  For example, if you were to set up a “client” tab on your website, allowing quick and seamless access to customer information and account management contact details, you would immediately benefit your customer experience, as clients know precisely where they can access the desired information.  Of course, you could embrace website personalization to take this to the next level, but more on that later…

Embrace behavioural targeting

Behavioural targeting combines website user information with previously gathered knowledge surrounding online behaviour and client preferences to improve the channels and methods of communication.  Whether by email or social media, through your website or an online advert, sending communications tailored to individual client needs and reflecting recent purchases improves the customer experience, helping each client feel properly catered for.  This strategy additionally aims to combat one of the largest challenges hindering customer experience experts – finding a solution to contacting clients on the appropriate or favoured channel, at the opportune moment.

To master this strategy, you’ll need to discover how to gather the desired data needed. 80% of B2B organizations struggle to conduct campaigns driven by behavioural targeting due to incomplete data sets.  Ensure you know the metrics you need to measure for useful behavioural insights, and which software solutions you can use to gather this essential data.  Understand also what contact data you may need from your clients to effectively conduct behavioural targeting – do you have up-to-date email addresses and LinkedIn profile connections?  Though behavioural targeting takes a little time to plan, it offers your clients a higher-quality brand journey for improved CX, and strengthens your teams understanding of client identity, allowing them to offer a heightened level of service.

Focus on customer support

Customer support and customer experience are not the same, though one heavily influences the other.  Without offering your clients attentive and useful customer support, with an optimistic and pro-active outlook, you are not likely to achieve the customer experience you desire.  The processes used to learn about client problems and difficulties, combined with how you solve their problems to ensure they are not repeated, all feed into valuable customer support.  Focusing your time and efforts on improving these processes, so your service is second to none is key to achieving the ultimate customer experience results.

Though this strategy also outlines another key challenge for many businesses – how can you offer support that is genuinely continuous and universally beneficial?  If you offer several different products, to a vast array of clients across multiple countries and time zones, answering this question is very difficult.  Start by understanding what support you currently provide and find practical ways to streamline these systems.  Do your clients regularly call your headquarters and need to be transferred?  If so, can you set up a direct client line, or encourage fewer calls by offering additional self-service options?

Try recording the questions most frequently asked, and the challenges your clients and team tackle daily.  From here, find out how to best update your product so these problems don’t happen, and how you can offer the required support without directly needing personal contact from your team.  This keeps them free to offer more detailed support for large, pressing problems, and helps your clients access the support they want with ease, at any time, from anywhere.

Create client content

Whilst many businesses create plenty of content for prospects and sales leads, building product value and sharing expertise to encourage purchasing interest, it’s important to remember clients enjoy content too! Especially when it can help them see an additional return from their investment.

When making a purchasing decision surrounding your solution, every client had a goal they wanted to use your product or service to achieve.  It’s important your team know about this goal (or goals) and work with clients to ensure they achieve it as soon as possible.  This is where content can come in handy.  Let’s say, for example, you invest in a new email service provider or a system offering email marketing analytics; it’s safe to assume you’d like to improve your email marketing!  Wouldn’t it be useful to have some free, best practice guides around writing great email copy for increased conversion and conducting cost-effective campaigns?  Wouldn’t this content ensure a more successful first campaign, helping you see the best results from your new investment?

Creating a library of resources especially for clients vastly improves customer experience, as customers can instantly maximize on their new purchases, gaining the results they want.  They will see a revenue return sooner than before and as your content continues to fuel them with new ideas and additional information on product features, they’ll be experts in no time!

Discover website personalization

We’ve already mentioned how key your website is to customer experience success, and a great way to offer an exceptional, stand-out online journey is with website personalization.  This process allows you to dynamically change website content to meet the needs, preferences and requirements of visiting businesses.  Much like how Amazon suggests products akin to those already purchased, you can revolutionize your website experience to welcome customers back by name and offer them content tailored to their specific needs.  Whether it’s product user manuals, new feature announcements or industry-specific collateral, fuelling your homepage with client-centric information revolutionizes the customer experience.  Not only does every client feel individual and special, but they also gain instant service and continually understand the value your product offers their business.

You may be concerned that offering these bespoke website experiences is complicated, and needs an amount of complicated coding and technical genius – but we can assure you it’s actually very simple!  With Webeo, you can quickly and easily create endless different website personalizations, through one simple software solution.  With A/B testing features and additional reporting services, Webeo lets your team offer exceptional website personalizations to make a great impression on every visit.