Over the last few months, like most companies,
you have certainly put in enough effort to adapt to the health context. To make
sure your activity and your organization are not too damaged by the situation.
Moreover, the proposed digital transformation between companies has contributed
greatly to facilitating these changes. And they help growth. But have you
thought about the meaning of your work and customer experience to offer you as
a B2B company? Did you know that digital
marketing is an asset in this relationship? Because, well used, it
reinforces "human" and traditional thematic themes? Thanks to digital
marketing, our tips for a successful B2B customer experience.
Start by listening to understand your
Since the foundation of the customer
experience is listening first, it’s important to show all the empathy with care
to take care of your customers.
Did you ask them how they lived during this
time and what you can do for them? Do you know what their difficulties and
needs are? Do you know their priorities? You need to be more discriminating
with the help you render toward other people. You need more than luck to
succeed in the affiliate business. The underlying trend is no longer the
experience of buying products. And it's not because you're in B2B that you can
So why not take the opportunity to thoroughly
rework your personas to be able to offer your prospects and customers
inspirational and truly useful content on a daily basis?
Rely on data marketing
Data marketing, also known as data-driven
marketing, refers to marketing on the basis of data exploitation. But above
all, are you able to capture and focus information about your contacts and their
behavior about your brand and offer? To record the identified material during
your personality study? To retrieve field information collected by sales
representatives? And can it be effectively and reliably shared between
marketing and sales teams?
If this is not done yet, you should consider
enabling yourself and the customer to travel from end to end. Like you
understand that the reliability of the data collected will depend on the
quality of the service 'client experience. For the marketing department, this
is marketing automation software. And for sales teams you now have to rely on
CRM, now present in many companies. And of course, enable them to synchronize
and avoid destructive silos!
Setting up these tools can seem a bit
complicated or expensive. Notice that the marketing automation software has a
fairly wide range that can integrate everything or even CRM. And it doesn’t
need to climb on Hercules’s ’12 labors to make it work! (This is why our course
offer is so popular with B2B SMEs who want to accelerate their digital
To facilitate messages and
interactions with prospects and customers.
Simplicity is one of the pillars of a
successful customer experience. Of course, this is not so obvious and this
effort of simplicity must be combined. Cody needs to be involved: share your
research on your core personality, their daily pain, their objections, their
ambitions ... revisit your offer if necessary and specifically see how you
interact with prospects with all clients. And simplify your offers, messages,
stages, automatic email promotion status, communication issues, as much as
Establish a clean and personalized content
strategy across all channels
Once these founding pillars are solidified,
you can tackle the critical stage of B2B
digital marketing. The content matches personality, the motivation that
will interest your audience. Feel free to explore this topic with our articles
on content marketing.
You will be able to create a sense of
complexity and attract the right audience to your digital ecosystem. And enrich
your database with highly effective information. So that you can provide a
valuable experience. No matter, it's a pre-sales stage, or newly driven
customer service, or after-sales service.
Thanks for the information thus collected
("first-party data"). You can even set up lead scoring strategies for
each contact and trigger personalized actions.
For example, you can also use paid promotions
on social networks and use rescheduling at the right time to increase sales
Furthermore, if you've already improved your digital marketing approach,
why not personalize your own approach to your strategic key accounts with more
thanks to the ABM (account-based marketing) approach?
Remember that people are the foundation of a
successful customer experience
we see that our communications in the marketing or digital marketing department
are sometimes discouraged. Because they understand that their companies are
lagging behind their competitors internally after facing strong reluctance.
Such as: "We did not wait to do business on the Internet and in our sector
physical meetings, exhibitions and people are the first sources of
We must not leave people! But justice must be
combined with two approaches: to make your presence in a trade a success. For
example, the flow starts with a good digital system.
Such as involving internal sales. Real
exchanges (at the right time) are still the most effective for B2B sales, even
on video or phone! A great combination of digital technology and a great
combination of trained and trained operators.
On the other hand, there needs to be a good
alignment between the marketing and sales teams and a good level of resources
to be able to keep its promise.
the whole organization with the overall performance indicator
There are, of course, ways to report
performance indicators for many Indicators, well-known marketing KPIs, or all
of the dimensions we've discussed to support digital tools.
But, we have emphasized the importance of
simplification and alignment of the entire company in terms of customer
experience. So we advise you to select only a single customer satisfaction
index. It brings your product to customers as well as the best original quality
that will be your "Shepherd Star".
Several options are possible to measure the
customer experience. Often it involves the idea of customer satisfaction.
Here are four options:
- the Net Promoter Score (NPS),
- the Customer Satisfaction (CSAT),
- the Customer Effort Score (CES) and
- the Customer Orientation Score (COS).
It all depends on your activity, your priority
areas for improvement, and your maturity.
Promoter Score (NPS): It's very simple. The NPS is a
score calculated from the responses of customers to a single question:
"Would you recommend this company, this service, this store… to those
around you?" ". Answers are given in the form of marks from 0 to 10.
Satisfaction (CSAT): undoubtedly the most common KPI
for measuring customer satisfaction following a type of interaction with the
company. Contact with customer service, an online order, a visit to a store, a
complaint. The CSAT is based on a single question: “Were you satisfied with
what you have just experienced? ". The answers are yes or no.
Customer Effort Score (CES): It's less well known. CES
measures the effort required from customers when interacting with the brand.
The Concept: The less effort required, the more satisfaction the customer can
experience. For this reason, CES customer travel “moments of truth” are very
valuable indicators for improvement at certain key stages.
Customer Orientation Score (COS): the COS is a
standardized approach aimed at measuring and improving the company's customer
orientation. The indicator is based on a two-dimensional diagnosis. A “Company”
dimension measures the organization's customer culture and an “Employees”
dimension which assesses the customer orientation of collaborators.
Optimizing your efforts to develop this metric
is the key to sustainable growth for all your customers and thus for your