Improving CX with technology in 2020: how to do it right

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” — Warren Buffett, business magnate and CEO of Berkshire Hathaway

According to Oracle, 86% of consumers would pay more for a better brand experience. And, PRNewswire discovered that 84% of organizations that work to improve their customer experience report an increase in their revenue. So, if you haven’t already got a robust customer experience strategy in place for 2020, your business could be missing out on generating revenue from engaged customers. Whether it’s the time you take to answer inquiries, your website visitors’ on-site journeys, or the relevance of your marketing content, every element of your customer experience plays a role in your business success. To enhance CX and maximize results, marketers and salespeople should utilize innovative technology.

Why customer experience matters

“A brand is defined by the customer’s experience. The experience is delivered by the employees.” — Shep Hyken, customer service expert

As a B2B organization, your customers are made up of busy decision-makers with limited budgets, complicated buyer processes and, often, a long research process. When your decision-makers are exploring multiple websites and organizations that provide products or services just like yours, customer experience becomes a crucial unique selling point. And, remember, a great CX creates loyalty — and loyal customers are crucial! According to Experience Matters, loyal customers are five times more likely to purchase again, and four times more likely to refer a friend to the company. The more high-quality data that businesses can access, and the more innovative and intelligent technology that becomes available, the more integral great customer experience becomes.

Including technology in your strategy

“Instead of using technology to automate processes, think about using technology to enhance human interaction.” — Tony Zambito, buyer insights expert, author and blogger

Gartner predicts that by 2022, two thirds of customer experience initiatives will use IT. And, artificial intelligence (AI) will be a mainstream customer experience investment over the next couple of years. For this reason, it’s pivotal to consider a budget for innovate marketing technology in your strategy from the outset. If improving customer experience is a key part of your plan going forward, then leading tech is a must! Utilize effective tools to help you achieve an unbeatable customer experience — simplify and streamline your processes, speed up response time, make your business accessible 24/7, optimize your site, create relevant digital experiences and more, all through the power of technology.

Website optimization 

“Conversion rate optimization really isn’t about optimizing web pages. It’s about optimizing decisions.” — Michael Lykke Aagaard, Senior Conversion Optimizer and keynote speaker 

Optimizing your website has a positive impact on your customer experience and business results. By introducing a search engine optimization or SEO strategy, you’ll make your site more discoverable. This way, potential customers won’t have to trawl through search engine results, and will easily find your business. And, optimizing your site for conversions makes it easier than ever for your potential customers to take desired actions — like making a purchase or filling in a form. Experimenting, testing and measuring is integral to achieving successful customer service. Every organization is different and there is no ‘one-size-fits-all’ approach to great CX. Get to know who your customers are, identify their likes and dislikes, and make their experience with your brand memorable for the right reasons.

Personalization technology

“Personalization: the automatic tailoring of sites and messages to the individuals viewing them so that we can feel that somewhere there’s a piece of software that loves us for who we are.” — David Weinberger, technologist and author

Personalization matters to your potential customers — and that includes busy decision-makers and B2B buyers. According to Salesforce, 76% of consumers think organizations should understand their expectations and needs. And, Accenture found that 33% of consumers that ended a relationship with a business did so because the experience wasn’t personalized enough. So, be sure to weave personalization throughout your customer experience strategy, opting for highly-relevant and engaging experiences for your potential buyers. Personalization technology can help marketers create better customer experiences — from increasing relevance and recommending products to addressing customers by name and removing the need for them to input data multiple times.

Webeo is a leading website personalization software that supercharges B2B website experiences. Utilizing a global leading database of business IP addresses, the software works by creating bespoke on-site experiences in real-time for every visitor. Users can tailor the greetings, imagery, content, language and calls-to-action that appear on their site to suit their needs, based on the business they are visiting from. Streamline every digital touchpoint, optimize your website for the ultimate results, enhance customer experience and create the perfect site for every visitor, every time. Execute the ultimate on-site experience and discover the power of personalization with Webeo. Book your free demonstration today!

Are website personalization tools just a gimmick? – The stats say “no”

“Instead of one-way interruption, personalized marketing is about delivering value at just the right moment that a user needs it.” – David Meerman Scott.

People love personalization.  Whether it’s buying commercial products, streaming digital content or selecting a B2B organization for a business — the power of online personalization goes along way. But is it all just a fad? In the fast-paced digital world, the next big thing is only ever around the corner. Is personalization a short-lived gimmick, or is it here for the long-haul? There are hundreds of stats — and a sea of satisfied Webeo customers — that suggest site personalization isn’t disappearing anytime soon. In fact, it is likely to get bigger, better and faster than ever before.

Here are 10 stats that prove personalization is here to stay — and why you risk falling behind if you don’t embrace website personalization software for your business.

1. According to Instapage, almost three quarters of customers feel frustrated when the don’t see personalized website content.

After spending valuable time and money drawing prospects to your website with marketing materials and communications, the last thing you want to do is give them a frustrating experience!  A personalized web experience is the final piece of the personalization puzzle.

2. Econsultancy found that 80% of companies reported an uplift since implementing personalization.

Personalization can enhance a number of website elements that could be a part of your wider marketing strategy — from decreasing bounce rates and improving CRO to skyrocketing website optimization.

3. Even basic personalization can give an uplift of 8%, according to Fresh Relevance.

Sometimes simple personalization is all it takes — and it seems that even the most basic of personalized marketing sees results.

4. According to Infosys, 31% of consumers wish their shopping experience was more personalized than it currently is.

While basic web personalization still sees results, for the ultimate success, businesses need to take it up a notch.  Create a personalized web experience that makes it easy for your prospects to navigate your site and find what they’re looking for.

5. 75% of consumers are more likely to buy from a retailer that knows their name and makes recommendations based on purchase history, according to Business 2 Community.

That’s almost three quarters of consumers seeking personalized recommendations and personalized content.  Don’t fall behind competitors that have already embraced web personalization software!

6. Epsilon Marketing discovered a huge 80% of consumers are more likely to do business with a company offering personalized experiences.

Customer experience is so important in 2019 — and digital personalization is a crucial element of that.

7. Personalized recommendations on a website homepage influenced 85% of consumers to buy, according to Instapage.

Product recommendation software is revolutionary for both businesses and consumers — upsell and cross-sell to existing customers, improve their user journey and entice them back with personalized marketing materials, offers and promotions.

8. McKinsey found personalization can increase efficiency of marketing spend by between 10 and 30%.

Personalization technology has a proven success rate when it comes to ROI — an age old concern for B2B marketers investing in technology.

9 Almost 80% of organizations exceeding revenue goals have a personalization strategy in place, according to Monetate.

It’s not just your website that will take off thanks to real time personalization software — your business will soon reap the rewards that personalization brings with it.

10 Instapage found that more than half of consumers are happy to provide personal information — just so long as it’s being used responsibly.

Data protection has impacted marketing — that’s a given. But it turns out that as long as it works in their favor and is used safely, consumers are happy to provide data.  The more quality data you have, the more you can do.  Build trust, follow the rules and make the most of information.

It’s pretty clear that personalization has its benefits, and rewards both the business and consumers involved.  It is the next evolution in personalized marketing and user experience — and the stats speak for themselves!  Add a personalized touch to your marketing approaches and take your website to the next level with web personalization tools and watch your website, business and marketing efforts take off.

See the power of personalization for yourself and discover Webeo.  Our dynamic website personalization software creates bespoke, personalized online experiences based on the website visitor.  Thanks to the leading global database of IP addresses, Webeo can tailor experiences based on the business the visitor is from.  From personalized calls to action to tailored language and industry appropriate imagery, this is the ultimate solution for previously static B2B websites.  If you want to learn more about the power of website personalization, you can find everything you need to know at Webeo Futures. And, if you’re thinking of introducing personalization to your website, request a demonstration today.

How is behavioral segmentation changing customer experience?

“There is only one boss.  The customer.  And they can fire everybody in the company from the chairperson on down, simply by spending their money somewhere else.” – Sam Walton

As a society, we have so many options when it comes to purchasing products.  The marketplace is flooded.  Even something as simple as a water bottle comes with a whole host of unique selling points, factors to consider, and a legion of loyal customers.  With so much choice, standing out from the crowd has never been so vital to success.  And, in-turn, maintaining customer loyalty is more important than ever.  So, as marketers, what can we do to keep our customers interested?  Customer experience is your very best friend!

A one-size-fits-all approach will no longer cut it for the modern consumer.  Marketers need to be working towards personalization for their brand to succeed.  A personalized approach adds to the overall customer experience your company provides.  According to American Express, 33% of American customers say that just one instance of poor service can lead them to switch companies.  One miscommunication or bad transaction could cost you your biggest customer!  InMoment found that 50% of loyal customers have left a company for a more relevant competitor.  This is where behavioral segmentation is changing customer experience overall.

“The only way to win at content marketing is for the reader to say, ‘This was written specifically for me.'”– Jamie Turner

Behavioral segmentation is changing the wants and needs of the modern-day buyer.  But more importantly, it is changing how marketers should view customer experience.  It should be considered an important part of the user journey.  And, is integral to your marketing and wider business strategy.  It works by splitting your audience based on the way they behave throughout their buyer journey.  If you want to delve deeper into the whos, whats, and whys of behavioral targeting, explore Webeo:Futures here.  We’re passionate about all things personalization — so if you’re looking to get to grips with what segmentation is, and the different ways to segment a market, it is a great place to start!

In short, there are a few different behavioral segmentation variables.

  • Purchase behavior
  • Timing-based behavior
  • Usage rate segmentation
  • Loyalty status marketing
  • Benefits sought segmentation

Each one presents a way of positively impacting customer experience.  Market segmentation means audiences receive tailored messaging and recommendations.  Marketers can capitalize on well-timed communications, reward loyal customers, and emphasize the benefits that matter most to each customer.  In turn, customers receive an experience that meets their needs as a buyer.  And, they are guided through their journey towards making a purchase.

Buyers are no longer happy to be tarred with the same brush and expect a personalized service.  Positive experiences matter to buyers, and they won’t settle for less!  The Temkin Group found that 65% of buyers feel receiving a positive experience with a brand is more impactful than great advertising.  Plus, 83% of buyers will pay more for a positive customer experience.  This should be pushing marketers to assess where their priorities lie.  And, not only does it draw customers in — it’s a crucial part of customer retention, too.  HubSpot found that 93% of customers are likely to make a repeat purchase if a company offers excellent customer experience.  The statistics speak for themselves!

Taking your customer’s digital behavior into consideration is pivotal in providing great customer experience.  Think about the last time you bought something online.  As a modern-day buyer, we crave efficiency.  According to Accenture, 75% of customers are more likely to buy from a retailer that knows them by name.  We’re willing to give away data if it makes our overall experience better.  MarketingLand found that 60% of shoppers are happy for their interests and behaviors to be used by retailers to deliver relevant offers and expedite their experience.  And, if we get a personalized experience, we’ll likely come back to you!  Millennial brand loyalty increases by 28% through receiving personalized communications, according to Smarter HQ.  This is important to consider for B2B organizations too, especially as millennials are fast moving into decision-making roles.

In a fast-paced, ever-evolving world, customers don’t have time for lazy marketing.  Especially business customers!  With so much quality data, software and options available, there is no excuse for generalized marketing in the now — or ever again!  Behavioral marketing revolutionizes the way marketers think about their audience.  And, it is a huge leap towards personalized marketing.  Your website should be the hub of your business and point visitors towards converting.  Website personalization is the icing on the cake and the future of online experiences!

Discover how website personalization can create the ultimate customer experience for your website visitors through site personalization!  Our leading software tailors customer experiences based on IP address for the ultimate in personalized marketing.  Discover Webeo and book a demonstration today!