How relevant are the latest trends in customer experience management practices in B2B companies ? After all, B2B customer service teams are often involved with customers throughout a long sales cycle, interact with multiple people who influence the purchasing decision, and practically accompany the customer throughout the entire journey.
Most B2B companies claim to sell products and services through a dedicated sales force, with a typical sales cycle ranging in length from three to twelve months. The customer experience in B2B companies is much more of a person-to-person experience than most realize, as many departments or areas within the organization are involved in purchasing decisions. Multiple functional areas on the part of the buyer and seller companies connect for a long period of time before and after the purchase is made. High dollar value and commercial risk impact many B2B company purchases and/or sales.
Here are 5 myths to debunk about b2b sales .
Learn in detail about the customer experience in B2B companies
What is missing in a B2B customer experience management account bahrain phone number team is the ability of everyone involved to see the whole picture, to see things the way customers see them:
Multiple Accounts: If customers buy products from different business units, or in different regions, do you have a single view of who is who, and what is important? And do you have a clear view of how a change in process, policies, business models, etc., impacts the customer?
Few B2B companies are seen to establish a single view of each customer across regional divisions, and few organizations have established a process for connecting data across the end-to-end customer experience. That’s why it’s important to integrate customer feedback sources and establish processes to coordinate across multiple accounts within a company. Learn more about the importance of B2B market research .
Multiple influencers: If different teams in the customer’s company have different perspectives, how well are these understood and embraced, not only by the sales team, but also by other functional areas in the vendor/supplier’s company who could help if they were better informed? This helps to have a better customer experience in B2B companies, as only half of B2B organizations identify all the influencers in the purchase decision. It is important to collect the opinion of all the influencers in the purchase decision.
Multiple interconnections: If multiple functional areas are interconnected with each other, both before and after the purchase, how consistent is the customer experience in B2B companies? And how well is feedback from these interactions collected to provide immediate solutions and to proactively influence new acquisitions? It is important to establish processes for coordinating touchpoints throughout the customer journey.
I share with you some weaknesses of customer experience strategies in B2B companies .
The recommendation to improve the customer experience in B2B companies is to broaden our vision and see the opportunities that can be generated by other teams, in order to facilitate processes, achieve greater integration, coordination and consistency in the project.
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