In the world of B2B businesses, consistently delivering top-notch customer experience can be difficult because customers’ expectations from brands keep changing. While customers crave personalization and human touch, businesses are racing to expand customer experience delivery by adopting generative AI to enhance responsiveness and engagement overall. Finding the sweet spot where human experience and automation can co-exist often becomes the biggest challenge for B2B businesses. And their customer experience initiatives suffer during this process.
However, investing in CX technology is no longer an option; it’s mandatory. A survey by Adobe shows that businesses that invest in CX have achieved higher growth metrics. These include a 23% increase in customer acquisition, 18% growth in lead generation, and a 12% increase in repeat business.
“Think about what makes experiences just a little bit better for customers. Focus on elevating the human experience,” – says Amelia Dunlop, Chief Experience Officer at Deloitte Digital.
This blog post will explain why investing in customer experience technology should be your top priority in 2024 and beyond.
3 Reasons why B2B Brands should invest in CX technology in 2024
Here are some of the biggest reasons why every B2B brand should consider investing in CX technology in 2024:
To keep up with the ever-changing expectations of the customers
Before 2020, customers were not as ready to embrace digital experiences as they are now. However, a worldwide digital revolution took place during the pandemic, and it forced many of us to look at technologies differently.
Cut to 2024, when customers have advanced expectations from B2B brands. Be it seamless usability, consistent personalization, or automated interactions across all their preferred marketing channels, customers know what they want from B2B businesses.
It is time for B2B brands to blend customer expectations with their business priorities. To achieve that, B2B executives need to heavily invest in CX technology. Generic marketing messages, complicated website structures, and irrelevant promotional channels won’t cut it anymore.
Businesses should invest in customer data management, audience segmentation, digital asset management, content management, and other automation tools to create a staggering first impression for customers at their very first brand interaction. According to the same Adobe survey, 29% of customers have said that initial discovery plays the most impactful role in overall customer experience.
To create more personalized experiences for customers
There’s hardly any B2B executive who doesn’t know that personalized customer experiences are the most memorable. Yet, some brands still struggle to establish tailored experiences. This happens because an outdated tech stack stops these brands from personalizing their marketing materials, app’s user interface, or personalized product features.
B2B brands should focus on investing in data insights and content creation technologies. These customer experience technologies help brands tailor their marketing campaigns according to end users’ needs. Achieving personalization at scale is challenging. Brands need to carefully invest in data and insights, customer journeys, and seamless workflows to balance personalization with over-familiarity.
To seamlessly integrate GenAI into your business operations
Generative AI is here to stay, and B2B businesses that are still not taking it seriously are only going backward. Pranay Sinha, Vice President of Customer Engagement Solutions at Cencora, says about GenAI, “It is the same transformation that the internet brought when it came, or maybe when Ford created the automobile. If somebody is not taking it seriously, I think they will be left behind.”
Adopting GenAI to your business has become a necessity. However, rushing through these steps will only make things worse. You must build a dedicated team to coordinate the GenAI efforts, create policies to roll out GenAI features securely, and conduct customer surveys to understand and implement their AI interests.
The first step in implementing GenAI adoption is to remove the roadblocks. Whether they are the long implementation time, compatibility with the existing tech stack or security concerns, businesses need a set framework to remove these obstructions and develop an AI-first experience.
This again underscores the importance of investing in appropriate CX technology that eases the process for customer experience executives. The goal should be to invest in tech stacks like real-time activation channels and deployment tools that simplify AI adaptation once and for all.
Conclusion
Are you looking to invest in agile customer experience technology but unsure where to start?
At NorthMetric, we build products, platforms, and experiences that drive your B2B businesses’ customer experience.
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