Personalized CX May Distinguish An Organization’s B2B Marketing
Today’s digitally driven business climate would appear to lend itself to a certain de personalization of customer relations, at least on the surface. However, nothing could be further from the truth in B2B marketing industries. Back in the day, it was a quick phone call, dinner meeting, an occasional round of golf and a handshake. Business interactions were less frequent but vastly more personal in nature. Company leaders enjoyed more face time with their industry partners. However, the opposite may be true today.
Professionals now spend far more impersonal time communicating with clients and customers due to the immediacy of email and text messaging. The face of a company may no longer have eyes, ears and a nose. Electronic relationships can be the heart and soul of an organization. The tenor of a relationship can now be traced to the tone of its customer service (commonly called CX). Therefore, professionalism, positivism and a slight personal touch in these interlocutions may open doors or keep those doors open in terms of customer loyalty and repeat business.
Shift from Personal to Personalization
In an important white a paper recently published by forrester.com, called “The 2016 Top 10 Critical Success Factors To Determine Who Wins And Who Fails In The Age Of The Customer,”states that
Forrester rates this aspect as the No. 1 factor in successful CX and industry relations.
“Customers expect to be treated as individuals in their moment of need. They expect that each encounter will be informed and enriched by current and accurate information about their accounts, history, and preferences. They will reward companies that can anticipate their personal needs and wants — and punish those that clumsily have to relearn basic customer details at each encounter. In 2016, the level and quality of personalized experiences will be a key determinant in who wins mindshare and share of wallet.”
For pragmatic reasons, the global, digital age of B2B has trended away from face-to-face relationships. In its stead, organizations have substituted larger CX wings. The ability to personalize the customer experience has become a growing factor in terms of competitiveness.
Staying Ahead of the Curve
The importance of quality CX hasn’t been lost on many in B2B industries. But investment into overall CX improvement appears to be in the fledgling stages for many. A study conducted by CustomerThink.com, a research firm that focuses on customer-centric business management, indicated that 100 out of 135 companies surveyed had a CX initiative in place. However, only 36 of those have been in place longer than five years. Nearly half had only been ramped up with the last few years. While the B2B trend is to invest in CX for better customer engagement, the movement is relatively new. There’s still time to be considered a leader in this area by honing an organization’s CX skills.
Implement Core Competencies
It’s important that customer-centric businesses develop strategies to engage B2B marketing clients in a meaningful fashion. One method is to create VoC programs that utilize CX information about customer mindsets as they relate to transactional points, strategic perspectives and long-term goals. Voraciously gather information and use it to adjust sales approaches.
Mesh CX feedback with account data and designate specialists to interact with B2B clients on an ongoing basis. Above all, put structures in place so that the CX team demonstrates a personalized knowledge about B2B customers. To increase competitiveness in the B2B marketplace, an organization will need to shed the notion that CX should be managed by entry-level workers reading off a list of steps to reboot WiFi. Rather, the interactions of CX-based employees often act as the face of an organization’s B2B marketing.