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Matthias Siems says B2B organizations lag behind B2C in creating a memorable and personal customer experience. B2B organizations need to think fast. A Walker study suggested that customer experience would be the top brand differentiation by 2020. While B2B has been focusing on improving the customer experience throughout the buyer’s journey, they need to recognize that exceptional experiences, such as loyalty building, start long before data is entered into CRM.

Matthias Siems: Defining the B2B Customer Experience

Matthias Siems says understanding the customer experience is essential to appreciate it fully. The customer experience, in layman’s terms, is the impression an organization leaves on their customer. This impression will determine how customers think about your brand and impact the customer journey. Customer experience and brand are inextricably linked.

Brand and Customer Experience are intrinsically linked.

Every interaction impacts customer experience, including digital engagements, product purchases, and customer service. B2B companies must ensure they don’t distinguish between what and how they sell it. Marketing and branding become part of an organization’s core service offerings and, as such, are part of the overall customer experience. To enhance the customer experience for all clients, valuable content, social context, and social proof can all be used.

• Margin increase
• Increased purchase frequency
• Increased repeat sales
• Cross-selling opportunities increased
• Increased recommendations

These are not just proof of a positive customer experience. It proves that your brand is intrinsically one with your customer’s experience.

Building a foundation of customer experience and loyalty

To achieve exceptional customer service, you must first understand where you are at the moment. To build customer loyalty, data must be collected and analyzed. Measurement of customer experience is like finding the best route from home to work. It takes some fine-tuning and understanding that is a customer-first strategy.

Businesses should identify the reasons and rate of customer churn. Churn is an inevitable part of any business. Instead of getting confused by churn, you can find out why it happens so you can avoid it in the future. Matthias Siems says that data should be collected throughout the year to help you determine if your process improvements are effective.

Customer support ticket trends are another source of data. Support tickets can provide valuable insights into areas troubling your customers or potential clients. These speed bumps can be considered unnecessary in your customer’s experience. Instead of making your customers go through these bumps, you can devise solutions to clear the way and invest in what your customers want and need.

Matthias Siems says that if you want your customer experience investment to have the greatest impact, you need to follow the steps below.

Create a customer journey map.

Create buyer personas to promote audience segmentation so you can deliver more personalized customer experiences.

For your audience, create communities.

Customer loyalty is what makes a great customer experience.

By completing the steps above, you can increase sales and marketing effectiveness while focusing on customer loyalty. Understanding where you are now and want it to be will help you get the best results. Understanding how customer experience is intrinsically linked to branding, sales, and customer loyalty will allow you to gain the knowledge you need to create the most efficient and effective route to success.

Organizational Commitment Supports the Customer Experience Journey

Organizational commitment is required for the customer experience journey to be a continuous process. This commitment should be shared across the entire B2B organization. It requires a strategic approach toward customer loyalty. Your customers will return to your services and products if they have an enjoyable and easy experience. Your customers will want to know more about what you can offer them if your services are exceptional. With this knowledge, customers will be more likely to refer your company to their networks, which can increase your customer loyalty.

Multichannel marketing is a great way to build customer loyalty. This bond comprises one-part branding, customer experience, and one-part customer loyalty. B2B organizations must keep investing in the customer’s needs and wants to achieve the perfect balance. It’s possible to seamlessly integrate personalized experiences across customer touchpoints while simultaneously targeting customers even before they enter the sales funnel. This approach embraces the idea that customer experience is built during prospect research. It also results in a 25% more profitable sales result.

Customer loyalty is tied to customer experience. They are the next evolution of the brand.

Marketers used to refer to “brand” as a marketing term, but now they use the phrase “customer experience”. This post shows that customer experience is increasingly important in determining brand value. The way branding evolves is by focusing on the experience. B2B organizations must remember that customer loyalty plays a crucial role in customer experience. These strategic strategies will help organizations establish, maintain, and build valuable B2B customer relationships that encourage loyalty.

Provide valuable content. Customers don’t want to consume boring content. Customers don’t want to read boring content. Your leadership content should encourage customer relationships so they see your brand as a trusted and valuable resource. Your branding is an integral part of the customer experience. Therefore, your content should not distinguish between how and what you sell. You can instead develop a deep and intimate understanding of your customers to make strategic content decisions that reflect these insights. Customers will respond positively to your content, increasing their purchase frequency and recommending you.

Make use of the power and potential of progressive profiling. A brilliant way to gain additional insight into a customer is progressive profiling. You can respond to repeat visitors quickly and collect previously unpublished data to improve your understanding of the prospect. Intuitive forms provide customers with the personalization they need, along with dynamic content. You can map specific customer journeys to meet their needs and goals by understanding them. Your buyer personas will be mapped out with professional insight and tools. It will ensure that there are no accidental u-turns.

Engage with customers. Your ability to interact with customers is key to creating a positive customer experience and being a loyal brand ambassador. These interactions can be on social media or part of a planned campaign and could include simple “thank you” messages. Basic human psychology tells us that recognition is one reason someone stays loyal. Thanking your customers for their business is a great way to show appreciation and increase the number of meaningful interactions. Explainer videos are another way to interact positively with customers. These videos and customer testimonials will provide the foundation you need to support your customer experience journey and increase loyalty. The more customers feel valued and understand your products, the more likely they will recommend your company to others.

Social proof can be used to your marketing advantage. It may sound like a cynical statement, but people are just like lemmings. According to the wisdom of the crowds, if others are acting in a certain manner, they are more likely correct. Social proof is when others trust your company and have had positive experiences. It can be in the form of customer testimonials, endorsements and awards. It also shows your prospects that you are trustworthy. You can subtly leverage social proof to your advantage, just as Instagram alerts you when someone shares a photo they like and encourages you to follow them back. To increase conversions, landing pages, product pages, and social media posts should all be social proof-marketed.

The bottom line: Customer experience and customer loyalty go hand-in-hand.

Matthias Siems believes B2B organizations should not separate customer experience from customer loyalty. Customer experience and customer loyalty are not two separate entities but should be viewed as one. Customer loyalty can be increased by measuring customer experience, providing valuable content through an omnichannel marketing approach and interacting with customers. Matthias Siems can help you discover ways your company can create meaningful, personalized journeys that increase sales and conversions.

Source & Credits

• https://www.beck-shop.de/prof-dr-mathias-siems-llm/creator/20865
• https://www.drk-gifhorn.de/wir-ueber-uns/die-geschaeftsstelle/technischer-dienst.html