B2B customers want to feel heard and valued, but they also want to minimize unnecessary manual processes and human interactions. Therefore, winning over customers is becoming harder for B2B customers.
Customer experience bridges the gap between human touch and automation. It has positively impacted B2B brands worldwide. A survey by Adobe conducted among 1500 executives and 4000 customers in 13 countries shows that B2B CX has helped businesses achieve up to 12% repeat business.
But before you invest in a B2B CX technology, you must know about its latest developments and applications. Investing in an outdated customer experience initiative will not help you retain customers.
In this blog post, we will discuss the three emerging B2B SaaS customer experience evolutions in recent times.
Let’s get started.
#1 Creating AI-powered Personalization Experiences
Customers prefer personalized interactions over random, generic ones. B2B brands are leveraging Artificial Intelligence (AI) algorithms to keep up with this CX trend. AI algorithms help brands predict customers’ expectations based on their past activities. With its inherent predictive analytics technology, AI tools can create hyper-personalized experiences, be it targeted marketing initiatives, custom product features, or tailored product recommendations.
However, personalization in B2B CX is easier said than done. The same Adobe survey showed that 68% of respondents find personalizing marketing content challenging, whereas 65% struggle to adjust to customers’ preferences quickly.
The key is to invest in AI-powered data-insights technologies that identify and communicate behavioral data accurately to help B2B businesses adjust their personalization approaches.
#2 Prioritizing Quick Access to Information for Customers
Gone are the days when customers would wait long, anticipating their turn to voice their concerns about a product. They now prefer your brand’s attention and quick fixes to their challenges.
This doesn’t mean there should be thousands of human agents responding to customer queries. In fact, the opposite. Customers expect automated technologies like AI-powered chatbots, in-app widgets, real-time knowledge bases, video tutorials, FAQs, and other self-served resources that quickly solve their concerns.
It means empowering customers to solve repetitive problems faster and helping your customer support teams spend more time-solving complex issues that actually require their attention.
#3 Providing Support in Customers’ Preferred Channels
The omnichannel customer experience (CX) is the new B2B CX evolution. Even a few years ago, customers had to ‘contact’ a brand through emails or calls to get their queries answered. However, the concept of omnichannel CX defies this concept entirely.
B2B brands believe in reaching customers in their preferred channels to provide them with a unique customer experience, whether through Slack, Microsoft Teams, Discord, WhatsApp, Twitter, Instagram, or any other app of their choice.
The latest evolution in customer experience is about easing customers’ lives by allowing them to book appointments, seek support, shop, make payments, and discover product information through their most active communication channels.
This user-focused CX strategy follows customers through different touch points to win their trust.
Choosing which B2B CX technology should be the ideal starting point for your brand
At NorthMetric, we help B2B brands build products, platforms, and experiences that drive customer experience.
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