Think about the last time you opened Netflix on your tablet or smart TV.
Perhaps you initially started browsing without knowing which series you wanted to see. You may not even be sure if you really want to watch anything. But thanks to the streaming giant’s whip-smart algorithms, chances are you’ll soon find the right title to entertain, inform, engage, or terrify yourself.
Fast. Personalized. No effort needed. It’s no surprise that for many marketers, Netflix is the epitome of the ultimate customer experience.
If you’re running a B2B company, you should be aware: delivering the same high standards of customer experience can reduce customer churn by up to 15%, according to research by the company. McKinsey & Company.
Accordingly, B2B companies should take CX just as seriously as their B2C counterparts – and if they do, they could reap huge rewards.
How CX Drives B2B KPIs
If pioneering a first-class CX is important to customer retention and attraction, it is also a boon to revenue. Using Amazon Web Services (AWS), almost a third of the global cloud market and has become the largest cloud service provider – thanks in part to a successful attempt to mirror Amazon.com’s famous CX. With 32% revenue growth in the first quarter of 2021 and 37% growth During Q2, AWS is driving a wave of best-in-class CX business models at every stage of the customer journey.
Furthermore, B2B and B2C companies that implement innovative CX strategies are likely to be significantly more effective than their business goals, according to research published in Adobe’s Digital Trends Report 2020.
As a great CX has always been, its importance has only been heightened by the pandemic. With more and more people confined to their homes and reliant more than ever on digital tools to work, shop, learn and entertain themselves and their families, customer expectations Effective, frictionless digital experiences have increased – and it’s not like customers leave digital savvy expectations on the doorstep as they put on their work hats and search for solutions. B2B partners. They crave the easy, personalized, Netflix-quality customer experience – so how can businesses meet those needs?
CX . action plan
To put their CX on par with some of the top B2C companies in the world, B2B businesses should pursue a three-pronged strategy.
First, it is important that they provide customers with the ability to easily self-service. When a customer logs into Amazon, she can hopefully place an order with minimal effort and without having to call Amazon customer service. B2B customers expect nothing less.
That’s where product content – the second spearhead – comes in. Technical documentation, product manuals, and the like, if done carefully, can enable customer self-service. Meanwhile, businesses can glean valuable insights from how customers interact with their product content. If a customer repeatedly contacts customer support for a specific issue or yields irrelevant results from a search query, it’s an indication that perhaps product content is relevant. should be fine-tuned. Analyzing which content customers interact with the most can also help businesses better understand the problems customers may face along their journey, and from there companies can optimize their CX. them accordingly.
The third key to a successful CX strategy is…
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