How To Overcome Common B2B Customer Experience Challenges
In the B2B space, the customer experience, commonly referred to as CX, is more important than ever before. If you want to make a good impression, then you’ll want to improve your B2B CX. How do you do this and keep that business coming in? Here’s what you need to know.
Use Live Chat Instead Of Cold Calling
In the past, cold calling was one of the best ways to generate leads for your business. These days though, it just doesn’t work. ‘In this day and age, a business is going to have caller ID and filters in place to block unsolicited calls’ says B2B writer Jenny Holstead, from Last Minute Writing and Draft Beyond. ‘You need to find another way to reach them, and show them what you’re capable of.’
While new tech has made cold calling obsolete, live chat has very much replaced it. It has a lot of improvements too, as many customers report higher satisfaction rates when they use them. You can use chatbots that point customers in the right direction, or agents, who can actually handle several chats at once.
Trying To Do Everything Yourself
As a business, you’re going to want to keep as much in house as possible. If you’re a small business, you’ll assume that you can’t afford to pay for extra services. As a larger business, you may want to keep everything in house, as you’ll be able to keep track of it.
However, this won’t result in the best CX. If you’re having to handle something new, such as copywriting or graphic design, that can be a steep learning curve. You can put the cash into training up staff for this, or you can hire an outside freelancer to help you. That gives you more immediate results, and you’ll see much better CX as you’re working with experts.
Keeping On Top Of Tickets
As you’re working in the B2B sphere, you know that customers are generally more impatient. When something needs to be done, you’ll need to get it done ASAP. As a new business, or a small business, that’s going to be difficult. You need to be able to meet these demands, but when you’re operating with a small crew, sometimes you just can’t keep up.
If you want to be able to do this, it pays to get software that helps you keep on top of support tickets. This will enable you to see when a ticket comes in right away, and get it sorted. Plus, you’ll be able to see the support history with that customer at a glance. This is another way new technology is helping B2B services.
Ensure You’re Using Analytics
As a business owner, you of course want to grow your business and make it better. If you want to be doing this, you need to be measuring CX. Without that data, you won’t be able to understand how to measure how your business is doing, or make improvements to it.
To really improve CX, you need to have an analytics system in place. You’ll be looking to measure your Net Promoter Score, journey analytics, customer satisfaction, and customer effort score. There’s plenty of software out there that’s designed to help you. Try using different tools, until you get one that works for you.
Issues With Creating A Customer Journey Map
‘A customer journey map is how discover common issues in the customer experience, and so fix them’ says business expert Jay Ulman, from Research Papers UK and Writinity. ‘However, if you’re struggling to get the right data to make these maps, you’re not going to be able to do this effectively.’
The key to creating good customer journey maps is to use both digital and human interactions. Every business is different, so the way you create these maps will be different, too. For example, if you have a diversified customer base, you’ll need to put more time and work into understanding why each section of your customer base wants your product.
Update The Tools You Use
In this day and age, it’s so important to stay abreast of the tech that’s available to you. It’s changing all the time, affecting how you interact with your customer base. The companies that struggle are those that don’t keep up to date, and update their tech accordingly.
It’s best to stay on top of the latest trends, and see what your customers are doing. Creating an online community, such as a message board, can help a lot in understanding your business’s CX. You can also hire a CX expert, who can track all this for you and make suggestions as needed.
Updating And Not Understanding New Technology
While it is important that you keep updating your technology, it’s also important that you’re not updating constantly, just because you feel a successful business should. As you keep updating, it will make some processes more complex. If you go too fast, you may soon find yourself in over your head.
Rather than diving straight in, take a step back and understand the tech you’re looking at using. Will it give you the results you’re looking for? It’s better to scale back and keep things simple, rather than jump in feet first with something you’re not a hundred percent sure of.
Understanding The Complexity Of The B2B CX
When you’re buying a product in a store, it’s a simple process. In a B2B buying process, it can involve huge amounts of money, and some real responsibility. Amid all this, it’s easy to forget that you need to build a relationship with the business you’re selling to.
Train your teams to understand this relationship, and how it affects CX as a whole.
In the B2B scene, CX is more important than you know. If you can avoid any of the above pitfalls, then you should be on track to create an excellent experience for your customer base.