Over the years, the role of customer experience has reached beyond the business to consumer (B2C) market. In fact, personalized CX for business to business has become the need of the hour. In fact, the emergence of heightened customer experience is now considered a major opportunity for B2B marketers. It should be no surprise that B2B eCommerce is expected to reach $1.8trillion valuation by 2023.
B2B Customer Experience Dilemma
As the profitable longevity of a company is intertwined with B2B digital experience, market leaders need to normalize online presence to garner valuable B2B user response. The nature of customer experience is inherently viewed as a key factor to achieve success and distinctive market positioning.
Though this function works for B2C, the foundational parameters and selling point may not be the same for the B2B market.
“The reason B2B organizations have fallen behind is primarily that sales leaders are not sure about the “won and done” strategy. And it’s even trickier to incentivize teams for a group effort”– Forbes.
B2B Customer Experience is a Collective Effort
B2B companies are aware of the fact that CX, after all, is a collective endeavor that entails a cost, quality, and efficiency. That’s because a significant change in cost, for example, can impact the business and as well as CX. However, B2B market leaders believe that these variables are enough to stay ahead of the competition.
Contemporary Digital Experience
As per Gartner, more than 50% of B2B marketers are not satisfied with the current digital experience. And why would they? B2B companies have barely begun to work together on AI tools. Ultimately, it can create powerful mechanized functionalities and ensure the assets of the companies.
Immediacy to Implement AI Tools
Today, the majority of the B2B manufacturing brands don’t even have a rudimentary filtering site search system to search for posting or searching queries. Similarly, industry experts suggest using machine learning to transform the experience altogether.
Personalized Customer Experience
What’s interesting is that B2B CX is far more personal than B2C. Unlike uninteresting customer interactions, B2B experience can last for an extended period of time. B2B CX is essentially about creating a trust or bond.
A software analyst, for instance, can closely monitor the implementation process for weeks. Consequently, you get the respect of the customers. This interpersonal experience may be what the B2B market needs right now to save customer relationships.
Amalgamated Culture and Technology
With B2B – there’s more to customer experience than the eye meets. It’s not just about promoting cultures but aligning technological strengths between two companies. This notion couldn’t be true for IT companies that often have to rely on integrated tools or create a similar infrastructure code.
Conclusion
Companies that have already started working towards a great customer experience are comparatively wiser and better off than those that refuse to approach the customer journey. Ultimately, distinctive and innovative CX projects that can adapt to complex applications in real-time will make all the difference.