3 Tips to Put the Customer in The Center of Your B2B Customer Experience Strategy
Why do you need good customer experience management if you are in B2B?
Customer experience has traditionally been overlooked in the B2B domain, in contrast with B2C, due to the conviction that good account management is more important. According to Dimension Data’s 2019 Global Customer Experience Benchmarking Report, 31.3% of professionals in the B2B sector still believe that customer experience (CX) is relevant only in certain business functions. The trend has been slowly changing, however. Another third of the study respondents in B2B are championing customer experience with accountability well distributed among all employees. We agree that it makes much more sense to involve people from different roles in the process of customer satisfaction measurement and improvement, rather than leave the whole responsibility to a single point of contact from your organisation.
1. Involve your sales teams in your feedback efforts
One of the main challenges in the B2B CX domain is the smaller number of customers available compared to B2C. Hence, in B2B it’s much more important to achieve high response rates for representative and statistically significant results from your Voice of Customer (VOC) surveys. One way to do this is by getting your sales force and account managers to actively engage with customers and encourage them to complete the relationship surveys sent to them. The effect is two-fold – it increases the overall response rate, but it also involves the sales teams in your CX programme.
Of course, getting your already highly-occupied sales team to take on yet another task is often challenging so make sure to show them what they could get out of it. By using a customer experience management platform such as RecommendIT, your sales team will be able to see their customers’ feedback in real time, take actions to address any customer dissatisfaction and eventually see higher revenues and returns from their happier, more loyal customers.
2. Involve multiple teams/functions in addressing customer dissatisfactions
When running your B2B VOC programme you might be tempted to delegate all of the customer experience interactions to a single account manager, who is also responsible for managing the day-to-day operational interactions with the client. However, it is often beneficial to distance the account manager from a highly dissatisfied customer (e.g. a detractor on the NPS scale). Consider involving another function or team in understanding and addressing the dissatisfaction.
One of our RecommendIT clients has tasked their customer experience managers to take over all of the contacts with detractors. This proves efficient in two ways – it helps the customer experience managers understand customer needs and pains better. It also puts some distance between the customer and a potentially biased account manager, who could have caused the dissatisfaction in the first place.
3. Close the loop on the improvements you’ve made
When trying to get feedback from B2B clients, organisations often commit to taking customer feedback seriously, analyzing it carefully and delivering actual change for the better. But one thing that you need to make sure of is to get back to the customers once the appropriate actions have been implemented. There is nothing more annoying than being asked for feedback repeatedly and not seeing any of your suggestions become a reality or at least be acknowledged and reviewed. That’s why we’ve built RecommendIT not only as a platform on which you can implement improvement actions but also as a tool through which you can get back to your customers once those improvements are complete. The numbers speak for themselves. Of all our B2B clients, those that consistently closed the feedback loop with their customers saw an average of 12 points higher NPS scores in comparison to the ones that did not notify their clients they are undertaking or have completed improvement actions. A closed loop feedback approach also improves customer loyalty on a year on year basis, because your clients value your willingness take in regard their opinion and provide a better service.
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How can RecommendIT help you improve the customer experience of your business clients?
Through the B2B module of our customer experience platform, you can easily:
- Assign tasks to your sales teams to contact and engage with your customers and obtain feedback from them
- Achieve high response rates through a customised survey sending workflow with notifications and reminders
- Contact detractors to address complaints and record additional feedback for analysis
- Launch improvement actions and close the feedback loop with clients