If you search online for “tips on improving customer experience” you will see a lot of results, but if you dig a little deeper you may notice something about those results: the companies that are getting it right are almost entirely in the B2C space. It makes sense that B2C companies would want to have great customer experiences, but where are all the B2B companies in this effort?
The truth is that many B2B companies are failing in this area. A McKinsey study revealed that direct-to-consumer companies typically score in the 65 to 85 percent range on customer experience ratings, most B2B companies score well below 50 percent. While that is bad news for many B2B clients, it’s good news for companies in that space who want a way to differentiate themselves from the competition and are willing to invest the time and resources to get it right.
So how do you get started if you’re ready to prioritize B2B customer experience? Finding a great SaaS platform can help. Here is what your platform should include.
One of the first ways to create an incredible customer experience is during your onboarding process. But for many companies onboarding is an afterthought. If you have a process at all it’s simply an automated set of emails that offer the same links to the same training materials regardless of what industry the company is in, what size company it is, or what they hope to get out of your products or services.
A better approach is to have an automated system that saves time on your end, but that can be customized to meet the individual needs of every client. You never get a second chance to make that first impression, and great B2B CX starts with the onboarding.
There are a million things that need to happen in order for your clients to be successful, and often they need to happen in a specific order to maximize efficiency and minimize downtime for internal and external parties. That’s where workflow management tools come in, giving you what you need to streamline everything from the moment you hit “go” until your clients are off and running. No more overlapping tasks or huge gaps between steps because everyone is waiting for a single piece to move forward. Plus a workflow management tool can help everyone remain accountable, especially if both your team and your clients can see what needs to be done next.
There are a few more key features to look for in the best SaaS platforms for B2B customer experience, and we’ll cover those in part 2.
If you are ready to make customer experience more of a priority, schedule a demo to find out how easily you can create incredible experiences and differentiate you from your competition with the GuideCX platform.