June 2019CIOAPPLICATIONS.COM9cartridges just before they run out. The simple effort by HP can help its customers' businesses run more smoothly and seamlessly, which is the goal of every B2B company. Customized experiences also help the sales cycle move more quickly, which is something nearly all B2B customers appreciate. The average B2B sales cycle is about 10 months, but customers would prefer if it were around 6 months. By focusing on each individual customer with targeted approaches, the cycle can be shortened for even happier customers.Leverage omnichannel to see the big picture: Since B2B customers are typically involved with brands for the long term, customer experience needs to encapsulate the big picture. Over the course of a sales cycle, customers might interact with the brand through multiple channels--they could start with an informational phone call, then move to an in-person or on-site visit, followed by a purchase on their website and reaching out via social media after a sale. In fact, an average B2B customer uses six different channels as they make a decision. Customer experience happens in many places, which means the companies need to create a consistent omnichannel experience. No matter how customers interact with the brand, they should be treated equally and have the same experience. The customer experience and the sales cycle aren't separate things--they are intertwined to create a cohesive, enjoyable experience throughout the entire journey.Investing time and resources into customer experience can lead to huge rewards for B2B companies by driving growth and creating lifelong, loyal customers. Investing time and resources into customer experience can lead to huge rewards for B2B companies by driving growth and creating lifelong, loyal customers
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