Customer-centricity has evolved as one of the most fervent & vital components for B2B branding in the year 2020. The customer experience (CX) is the amalgamation of all the interactions that a customer has with a B2B brand, both pre & post-sales. Customer-centricity is important for B2B branding as it helps in optimizing the omnichannel experiences of the customers – right from the first touchpoint to the very last.
The strategy to provide seamless customer experience should have actionable plans for optimizing the positive sentiments the customers hold for a particular brand. In short, brands must ensure that every interaction they have with the customers- be it in digital or physical space is meaningful.
Joey Coleman, CX Expert & Co-host of Experience This states, “Every single interaction, the most minute details of interaction you have with your customer, are an opportunity for you to create something remarkable.”
A successful approach for optimizing customer experience must include competitive benchmarking of the social strategies of the competitors. Performing extensive customer research about the demographic, firmographic, technographic & psychographic insights of the customers allows marketers to segment the prospects into the right clusters to align the organization around the core bottom lines. Improving customer experience & relationships should be the core area of focus for the brands.
Apt utilization of the marketplace data & reflecting on the mission & vision of the brands allows marketers to architect & excel with a customer-centric approach – which includes optimizing customer experience & customer relationships.
Marketers need to introspect the cultural, functional as well as emotional aspects of customer experience. Additional tools & techniques need to be deployed to improve customer experiences.
All B2B marketers intuitively understand that the customer-centric approach is important to drive positive changes within the organization.
The following are some reasons why marketers & customer experience executives need to embrace customer-centricity for B2B branding:
1. It helps the Brands Expand their Reach:
Opting for a customer-centric approach allows marketers to meet customers where they are. This gives the marketers a chance to extend their help to the customers who need it the most. Succeeding in customer experience allows marketers to optimize their conversions, as well as, other core bottom-lines aligned with conversions.
Reaching to your target audience with legitimate help at a time when they require it the most, will be the key brand differentiator in the year 2020.
2. Proactivity Strengthens Brand Resonance:
Providing seamless experience to the customers means resolving their pain-points promptly as possible, delivering high-value at the same time.
As a brand becomes more & more consistent in resolving the pain-points of its customers in real-time, a positive brand image is developed & the omnichannel brand resonance is strengthened.
3. Makes the Shopping Experience Hassle-Free:
Marketers need to understand that a customer-centric approach is imperative to branding. The entire process of customer research & purchasing has to be simplified. Your website design, landing pages as well as Call-to-Action buttons need to be optimized.
Rachel Arthur, Business & Fashion writer quotes, “The premise, which is built around making it easier for customers to shop in the way they want to, enables app users to select images they like, then book to have them set in a fitting room for them in the store of their choice, ready to try on in person.”
Marketers need to make it easier for people to spend their money by showing the value proposition of products or services.
4. Customer – Centricity means Improved Personalization:
Opting for a customer-centric approach for b2b brands is synonymous to scaling-up the game of personalization.
Personalization is a marketing currency which when invested at the right place brings more customers & inspires brand loyalty, besides helping the cause of customer retention.
The modern digital landscape is defined by the presence of data everywhere. Data is used to segment the prospects into segments or clusters. Several types of targeting approaches can be used to scale-up the personalization game.
The targeting based on demographics, firmographics, psychographics as well as technographic insights of the customers, helps in segmenting out the cluster of prospects & serving them with the right pieces of content at the right time.
Creating a transparent, universal space allows marketers to engage with customer conversations. This, in turn, paves the way for keeping the communication contextual to help brands expand their outreach.
5. Design Amplified Mobile Pages (AMP) that are Simple to Use:
The number of mobile users has only grown with time. With the proliferation of mobile technology for navigation, marketers need to ensure that they can deliver a seamless experience for customers & potential buyers with the help of mobile.
The browser navigation needs to be simplified for all the device types including the mobile.
6. Creating a Seamless Omnichannel Brand Experience:
Creating an omnichannel marketing strategy to deliver customer-experience & keep the customer-centricity intact means that the customers should be provided with the answers to the questions that they are looking for on their preferred platforms.
Michael Brenner, CEO of Marketing Insider Group states, “If you just help your customers, or help your buyers buy, and answer the questions that they have in that journey, then you can really succeed.”
Be it any digital social channel across the web or a live event marketing scenario, consider prioritizing what customers are looking for. Providing most justifiable solutions to the questions of the customers, keeping it highly contextual to the search queries of the customers paves the way for strengthening omnichannel brand experience.
Bringing It All Together
While customer-centricity is the motto, the inclination for scaling-up customer-experience & customer-centricity also involves correct assessment & competitive benchmarking of the trends taking the B2b world by storm. Not everything will work at the same time. However, the marketers can always test run & optimize some of the best trends dominating the dominion to adopt customer-centricity for B2B branding.
After already having invested a huge amount in the creation of brand & its identity no company would want to compromise upon customer-centricity which arguably is the most important ingredient of customer-centricity. Customer experience strategy needs to develop in ways that suffice both the technological & emotional expectations of the customers. The customers might not form the pinnacle of the boardroom agendas; nonetheless, B2B marketers need to act from a place of understanding that investing in the customer experience management (CXM) technologies lie at the core of reflecting their customer-centricity for branding purposes.
Valasys Media helps the B2B marketers scale-up their CX-indexes by providing them with highly valuable & targeted B2B services such as lead generation, account-based marketing, lead nurturing, event promotion services, list building services & content syndication services.
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