Customer Experience is at the heart of customer service and building long-lasting customer relationships.

According to Salesforce research, 80% of customers now consider the experience a company provides to be as important as its products and services.

Another research by Forbes states that - Companies that lead in customer experience outperform laggards by nearly 80%.

In times to come, customer experience will emerge as the key determinant of business success, surpassing the quality and price of products. While B2C brands have prioritized customer experience as a strategic business goal, B2B companies are yet to navigate their technology investments towards digital experience management.

In this blog, we will share the top 5 best practices for improving customer experience on B2B websites.

1. Chalk out your Customer Journey

Right from the first email to your social media post or billboard advertisement, every interaction enables your customer to form perceptions about your business. Most companies keep adding the latest tools and technologies to enhance their website performance instead of analyzing their overall website content strategy to understand the roadblocks leading to a disjointed customer experience.

By understanding customer needs and expectations, businesses can successfully map out customer journeys for delivering greater digital experiences and getting their desired business results.

2. Deliver Consistent Personalized Customer Communications

73% of all people point to customer experience as an important factor in their purchasing decisions, just behind price and product quality, states PwC.

Creating communications to promote your brand and service is a cakewalk for most advertisers, however, sharing the same communication repeatedly can disengage customers. While it is convenient to assume that B2B customers can do with one-solution-fits-all approach, communication personalization can go a long way.

By analyzing customer's data and interactions throughout their journey, marketers can design communications as per the specific needs of the customers and deliver value with every communication they send. Sharing personalized recommendations, FAQs, latest product, or service updates etc, can help your business engage with the customer, build a relationship, and enhance customer loyalty.

Espire was recognized by DXP Leader- Sitecore in their Sitecore Experience Awards (SEA) Honorable Mentions, in Best Digital Experience Transformation category for assisting a UK-based Motocycle Insurance company deliver personalized & contextual digital experiences at scale. Know more!> here

3. Improve Website Accessibility

With the advancement of new modalities, it is next to impossible to decipher which channel the customer would use to connect with your business. It’s here that website accessibility across multiple digital touchpoints becomes important. Be it the desktop, mobile phone or tablets, your website’s compatibility and accessibility can make a great difference to the user experience and customer satisfaction.

Our latest case study showcases how we helped a leading Singapore-headquartered transshipment hub revamp their website and transform it into a powerful prospect and customer engagement platform, enhancing their time to market by 50%. Read more!> here

4. Provide Customer Self-service

Nobody likes to wait- we're all a little too busy in our fast-paced lives to wait in long customer service queues for issue resolutions. Businesses can seamlessly integrate chatbots and self-service portals with their B2B websites, with an elaborate knowledge base and FAQs to empower the customers to seek the solutions they need. Self-service portals not only improve customer experience but also reduce the burden on your service operators and tickets significantly.

5. Focus on Customer Feedback

Whether it’s a B2B Ecommerce company, an insurance company, a real-estate business, or an IT service provider, it is important to acknowledge that every B2B company is different than the other. So, there’s no blanket solution to cover all bases and rank at the top.

Different industries have specific customer needs to address, therefore just benchmarking your B2B website will not help in delivering personalized digital experience. By creating customer feedback forms, you can seamlessly collect and analyze the views of the customers. Customer feedback forms help you understand the challenges faced by customers while navigating your website, which serves as an unchallenged source of truth. By solving customer bottlenecks, you can elevate the user experience on your website.

B2B businesses need to focus on their Digital Experience Management to stay ahead of the curve and deliver unmatched customer service to create loyal and repeat customers.

At Espire, we are helping B2B businesses across industries deliver unmatched value to their customers with our agile Digital Experience solutions, know more about our offerings!> here or write to us at marketing@espire.com to know more!