“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.
“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: 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!