Customer experience matters – even in B2B
When we think of “customer experience,” most of us probably picture the end customer in a store or online store. But what about companies that sell to other companies? In the B2B segment, customer experience plays a key role too – and sometimes even more important than in B2C.
Some companies in the B2B sector believe that corporate customers make decisions purely rationally, based on numbers and facts. But of course, companies are also made up of people. And it is their experience with your company that can have a decisive influence on their loyalty and your long-term business relationship.
What is customer experience?
Customer experience (CX) encompasses all interactions between a customer and your company – from the first contact to the individual stages of your long-term cooperation. It is a kind of sum of all the impressions, emotions and experiences that a customer takes away from every contact with your company.
The customer experience in B2B is determined, among other things, by:
- How easy it is to find information about your products and services
- How will the first contact and subsequent communication take place?
- How professional and helpful your sales team is
- How smooth is the implementation of your solution?
- What is the level of your customer support?
- How satisfied is the customer overall with the long-term cooperation?
Why is customer experience so important in B2B?
1. In B2B, you can’t do without long-term relationships
In B2B, it’s not usually a one-off transaction, but a long-term partnership. A bad customer experience can cost your business millions of crowns in lost opportunities and damaged reputation.
2. Word-of-mouth has immense power
B2B communities tend to be quite tightly knit. Spontaneous recommendations (or warnings) – in short, word-of-mouth – spread quickly and can significantly impact your future business opportunities.
3. Contracts tend to be much higher than in B2C
While in B2C it can be a hundred crowns worth of items, in B2B we are often talking about contracts worth hundreds of thousands or millions. It is all the more important that every interaction is professional and seamless.
In short, customer experience can have a major impact on your business results. If your customers have a positive experience, they are more likely to continue working with you, recommend you, and possibly expand their orders. Conversely, if they have a bad experience, they can quickly switch to a competitor.
Let’s add one interesting fact:
According to an analysis by Bain & Company, companies that excel in customer experience grow revenue 4-8% faster than their competitors . (Source: The five disciplines of customer experience leaders )
How to improve customer experience?
For a great B2B customer experience, it’s not enough to offer a quality product at a competitive price. If you really want to stand out and show your customers that they matter to you, focus on the following points:
- Professional first impression: You only make a first impression once. The customer should understand the value you can bring to them from the initial contact.
- Personalized approach: B2B customers expect you to understand their business and their specific needs. Generic offers don’t work.
- Expertise and advice: Don’t just be suppliers – become trusted advisors. Offer valuable know-how to your customers and help them make the right decisions.
- Effective communication: Fast responses, clear information, proactive approach. In B2B, time is precious and no one wants to wait weeks for a response.
- Seamless onboarding: The first months of cooperation are crucial. Make sure that the journey from signing the contract to actively using your solution is as pleasant as possible for the customer.
Intedat helps you make an impression right from the start
As we mentioned, first impressions are crucial and should not be underestimated. Therefore, when contacting potential clients, it is important to:
- reach out to the right companies
- come up with a relevant offer
- communicate effectively and professionally
We can help you with all of this. Intedat Connect and Intedat Business solutions are the ideal tool for companies that want to reach the right people in the right companies in the right way.
Think about your customers – it pays off
We live in a time when more and more products and services are becoming commodities. Customer experience can be the decisive factor that sets you apart from the competition.
Investing in improving the customer experience pays off. Satisfied customers stay longer, spend more, recommend you to others, and are more tolerant of occasional mistakes.
And remember – a great customer experience starts with the first contact. Make it count.
