Most companies in the manufacturing industry deal with parts and products, sidelining the need for enhancing customer experience for the B2B buyer. The technical nature of B2B market as a whole, and manufacturing industry in particular, results in a lesser focus on customer expectation, customer loyalty, increasing conversion rates, customer journey map, and boosting marketing ROI.
But, to stay at the top of the competition in today's customer-centric market, manufacturing companies must deliver a top-class B2B customer experience. For this, a B2B brand must think about implementing CX strategies more than just hitting sales quotas or conducting adequate quality checks on every product.
The B2B customer expects simple buying processes and personalized customer experiences. Companies are coming across the following issues while delivering market-relevant B2B CX -
Customers who had good experiences previously are willing to spend 140% more than those who have had bad experiences, a study by Harvard Business Review suggested. This means that providing enhanced and personalized customer experiences can increase the value of each sales the company makes.
Did you know that acquiring a new customer can cost companies over seven times than maintaining an existing one? This means that investing in enhancing customer experiences for your current customer base is much more economical than starting from scratch.
B2B manufacturers must find ways to enhance customer experience at lowered costs with higher ROI in this technologically-driven market. For this, they can turn to the following tips -
Research suggests that customer-centric companies are 60% more profitable than companies that don’t focus on customers. Manufacturers today must invest in improving customer service to stay ahead of the competition. While closely competing with the products and services you’re offering, better customer support is a great differentiator to expand your customer base.
Companies can add chatbots and self-service portals to their websites and mobile applications for faster problem-solving without the need for human intervention. With this, companies can also look into effectively train their customer support representatives and customer-facing staff to be more prompt with solving the problems.
Engaging your customer through the customer life cycle is the best way to increase customer retention and loyalty. From the first stage where customers become aware of your brand to the final stage where the customer becomes an advocate, engagement is key to boosting ROI. Use different ways to personalize the digital experience for your customer – customized ads and content across multiple channels, personalization based on device, and even different geolocations. Optimizing the customer journey and gathering insights can also help you provide relevant content to stay relatable.
90% of business managers believe analytics can improve sales, research suggests. This data can be drawn by studying customer behavior across various channels that the customer might use to interact with your company. As CX today suggests that 9 out of 10 consumers expect an omnichannel experience with seamless communication methods, building the right omnichannel strategies is important for companies to enhance CX. Customers today expect to have a non-siloed, smooth online and offline experience; meeting the changing customer expectations is vital to remain in business.
The world is changing, and the manufacturing industry has to change in tandem. In today’s customer-centric market, customers are looking for value at every step of the customer journey. Companies that actively seek to deliver that value have a significant competitive advantage. As a manufacturer, breaking down silos between departments and allowing better communication along the customer journey can help CX enhance and expand customer bases.
For more information on enhancing CX and increasing marketing and B2B sales ROI, you can connect with our Digital Marketing experts at marketing@altudo.co and have a more detailed discussion.
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