If you’re reading these lines today, you certainly already know that the key to a successful B2B business is customer experience, and it’s more important than ever before!
I know, I know, it sounds like a boring, outdated concept, but hear me out…As the world becomes increasingly digitized, so does the way we interact with customers. And guess what? Digitizing your customer experience should be the coolest thing since sliced bread.
Not convinced? Let me show you the light. Instead of “just” providing good customer service, we now have the technology to provide a seamless, personalized and engaging digital customer experience. And let’s be honest, who doesn’t want to be engaged digitally these days? Now, I know what you’re maybe thinking:
“But digitizing my customer experience is just a trend, right?”
It’s not just a trend, it’s the new way of doing business. It’s a game-changer you can’t afford to ignore.
Why can’t you ignore digital customer experience in 2024?
Let me paint you a picture: You’re a B2B customer trying to get support for a product you purchased. You call the company’s customer service line and are put on hold for what feels like an eternity.
When someone finally answers, they transfer you to another department, and then another, until you’re passed around like a hot potato. Finally, you get disconnected and have to start the whole process over again.
Sound familiar?
We’ve all been there, and it’s not a fun experience and maybe this is the kind of issue your customers are facing today too. But fear not, my friend, because digitizing customer experience can help improve this nightmare scenario. By utilizing digital customer experience technologies like live chats, chatbots, helpdesk or self-service portals, companies can provide fast and efficient customer support that’s available 24/7. And let’s be honest, who doesn’t love instant gratification?
But it’s not just about speed. Digitizing customer experience also allows for a more personalized approach to customer service. By using data analytics and customer feedback, companies can tailor their interactions to meet the specific needs and preferences of their customers. It’s like having your own personal concierge.
And the benefits don’t stop there. According to a study by Salesforce, 70% of their B2B customers say connected processes – like seamless handoffs or contextualized engagement based on earlier interactions – are very important to winning their business. In other words, digitizing your customer experience can lead to increased customer satisfaction and loyalty.
Another study by Deloitte found that companies that prioritize digital customer experience are 2.1 times more likely to be leaders in their industry than laggards. Plus, they generate 2.4 times more revenue, have 1.8 times higher employee satisfaction, and are 1.9 times more profitable than their less digitally-focused peers.
That’s right, digitizing customer experience can lead to increased revenue, happier employees, and higher profits. Not digitizing your customer experience is missing out on a whole world of benefits. From improved customer satisfaction and loyalty to increased revenue and profitability, the advantages seem clear to me…
But that’s enough with the theory… Let’s check about the latest trends and how companies are using them!
Latest digital customer experience trends
One of the hottest trends right now is omnichannel customer experience, which involves providing a seamless experience across multiple channels, such as social media, email, and phone. This allows customers to interact with companies in the way that’s most convenient for them, and it helps companies build a more holistic understanding of their customers. It’s like having your cake and eating it too.
Another trend is the use of conversational AI chatbots to provide instant customer support.
These chatbots can handle simple queries and escalate more complex ones to human agents. Plus, they’re available 24/7, so customers can get help whenever they need it. It’s like having a personal assistant that never sleeps.
But how can B2B companies stay ahead of the competition when it comes to digital customer experience?
By adopting these trends and using them to their advantage. For example, a B2B software company might use omnichannel customer experience to provide support across multiple channels, while a manufacturing company might use AI-powered chatbots to handle customer queries.
One great example of a B2B company that has successfully adopted these trends is Salesforce:
I’ve always considered Salesforce as the holy grail of digital customer experience, so I’m about to say a few words about them (and – believe me – they’re not paying me for doing so… but hey Salesforce… if you’re reading this, you can if you want XD).
They use omnichannel customer experience (our TOP 1 trend, remember?) to provide support across multiple channels, from phone to Twitter, and they’re always just a click or tap away. No waiting on hold for hours or navigating through a maze of menus. And let’s not forget about their AI-powered chatbots, which can answer simple questions and solve issues faster than a speeding bullet. Plus, they’re always learning and improving, so you know you’re getting the best possible support.
Another example we could take is…
The software company has taken the art of personalized customer experience to a whole new level with their sophisticated digital customer experience platform. They know what you want before you even know you want it, and they deliver it with precision and grace. With their platform, you can have a tailored experience across multiple channels, from email to social media. It’s the digital equivalent of having your name on the door and a red carpet at your feet.
Although there is a lot more to say about it, I think we’ve seen how important it is to keep up with the latest digital customer experience trends and how they can help B2B companies stay ahead of the competition.
Let’s face it one final time… digitizing customer experience is no longer a choice, it’s a necessity.
So, if you’re a B2B company and you’re not on board with digital customer experience, you’re missing out big time. Don’t be left behind in the dust of your competitors. Embrace these trends and take advantage of their benefits.
And hey, if you want to learn more, feel free to reach out to me on LinkedIn. I have nothing to sell you, I’m not a consultant nor representing any agency but I’d be more than happy to offer some help and support on your digital customer experience journey – as a part of my free digital marketing consultation service. Check it up 🙂
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