B2B customers shop and buy much the same way as consumers in B2C do. Research confirms, in the first place, they simply compare prices of products using online markets. In addition, they look for peer recommendations and reviews. And finally, they expect your websites to offer expert information on it.
Moreover, the product or service chosen by this segment of customers is related to their job, performance, or career. The stakes are extremely high. The right choice would lead to promotion, whereas an incorrect one to consequences.
Hence, as a B2B marketer, it is incredibly important to meet their expectation by clearly understanding the requirements. By practicing this approach, you can offer stellar customer service and also build a truly profitable business.
So, the question is – how to meet the expectations of B2B customers? Here are some approaches you can follow1.
1. Deliver the Right Answers
B2B professionals aren’t the same as B2C. They have a long list of projects and employees to manage and problems to resolve. They require an entirely different level of engagement than the B2C segment. And, these professionals will not contact you unless they have a critical issue.
If you fail to offer quality support, you are more likely to lose their business. So, B2B marketers and customer service representatives need to invest time in offering a satisfactory solution. This will be beneficial to the B2B customer and also proves that your firm values their time and business.
2. Offer Consistent Service
Consistency is vital in B2B marketing. All positive and loyal relationships with the customers are based on this foundation. Most of the firms employ service software with extensive capabilities to offer a consistent solution to the clients. Such tools ensure that no customer is left behind.
For instance, if an agent doesn’t respond to a customer promptly, it notifies them with a message to follow up. This makes communication exceptionally reliable and apt. It keeps the process consistent, and customers can get quick responses from service agents.
3. Provide Digital Experience
The technological revolution has drastically changed the customer’s buying journey. It plays a significant role in the changed consumer expectations. At present, the customers need ease of engagement along with a seamless experience. They need a quick resolution of problems with easy access to relevant information.
Technology has wholly raised the bar for B2B customers when it comes to service expectations. Hence, if you are unable to offer digital experience, these professionals take their business elsewhere. B2Bs must allow people to purchase when, where, and how they want to.
It includes building channels across multiple platforms such as marketplaces, e-commerce websites, and social media channels, in addition to the traditional approach.
4. Utilize Self-Service Tools
Offering 24/7 customer service may not seem realistic for most of the B2B enterprises. In such cases, you can add a robust self-service solution that’s proven to be highly useful. It includes things like tutorials in the form of blogs or video, a library of how-to posts or FAQs, and an online discussion forum. These contents help customers to solve a simple problem on their own.
A self-service portal will not just create a better experience for your customers but also reduces customer support costs. A study by Forrester Research and Oracle found that web self-service can reduce costs by as much as $11 per call.
5. Show Them You Care
When you work with B2B clients, it is essential to let them know that you value their time and want their business to succeed. They need to understand that you care about their expectations and needs.
You can set-up a separate customer success team that is responsible for having check-in conversations with the clients when issues are not being addressed. This aids your business in maintaining a strong relationship with the audience.
Now we know that the expectations of B2B customers are extremely intense. Hence understanding them to serve with the right solution is crucial for today’s marketers. With an active and consistent communication across multiple platforms, you can offer them the relevant information they need and also meet their needs quickly. This way, you can maintain a loyal customer base for long years.
Robert Duke is a Marketing Manager at Blue Mail Media. With over 10 years of experience across B2B Marketing, Lead Generation, and brand marketing, Duke has helped several SMBs and large-scale organizations to elevate their marketing strategies.