Global Marketing

Customer Experience in B2B

Customer experience takes a little more thought for B2B companies than for B2C companies.  For B2C, designing a UX is a popular method of improving customer experience. In B2B, the customer experience should encompass every single touchpoint from start to finish. 

Here is a breakdown of the B2B customer's journey to help you create and curate your customer's experience:

  1. Identify the products or services that meet needs.

In this part, the customer is searching for a product that meets their specifications.  Make this easier for the client by providing thorough information about your offerings.

  1. Select suppliers and make initial purchases.

Here, the customer values efficiency and price.  Avoid loading the customer with obligations and responsibilities.  Add web tools that increase transparency and accessibility such as quotation engines.

  1. Co-develop product with supplier.

B2B companies customize products for their clients more than B2C companies.  Keep in mind that the B2B customer is primarily looking for ROI, so there needs to be reasonable negotiations in this phase.  It's helpful to use CRM platforms to track and maintain records for longer projects.

  1. Dealing with unexpected events.

Delays, breakdowns, and miscommunications directly affect ROI for your customer.  Create service protocols to deal with them.

  1. Usage of the product and getting the service.

Service, diagnostics and planned maintenance are expected events that both suppliers and customers can understand.  Simple communication tools such as notification emails or texts can help preempt serious breakdowns down the road.  

  1. Reordering familiar products and services.

Customers, especially when ordering raw materials or components, need this part to be as simple as possible.  Giving sales representatives a wider span of control can help eliminate back-and-forth between managers and company guidelines.  Using reliable sales proposal automation can cut down wait times for B2B clients.

Closing Remarks

Familiarity with your customer’s experience can help you fill customer service gaps and can improve the business relationship.  Each customer may require different approaches depending on their style or specific product.  Try to host a customer experience meeting and figure out what can be done to benefit both parties.