Closing the Customer Experience Gap with B2B Suppliers

Published on: August 9, 2019

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There’s a cliché “if you give customers reasons to leave they will, and if you don’t, they’ll find a better experience somewhere else.” Customer expectations are getting higher by the day, creating a wider gap. This means manufacturing companies must work harder, and suppliers must leave no room for complacency. Here are a few stats to get you started;

• About 71% of today’s B2B buyers would rather research on their own while 12% want to meet with a sales representative.
• Out of ten customers, eight would be willing to pay up to 25% more for a superior customer service.
• Over 50% of company recommendations are based on customer experience.
• Almost all customers who have had a bad experience would warn others from patronizing the same supplier.

The question is what can manufacturing companies do to bridge the B2B customer experience gap?
Brand Vision

You can’t achieve any goal without a vision to drive your actions. Manufacturing companies must have a clearly stated vision that puts customer experience at the core. Every employee must be aware of this vision and its importance to the success of the brand. This would guide their behavior and actions towards the vision. Thus, every contact with your B2B customers would be aimed at creating a good customer experience.

Value marketing

Many manufacturing companies have been found guilty of selling on price instead of value. In value marketing, your product or service is not necessarily the cheapest in the market. What makes it distinct is its ability to meet the needs of the different segments of B2B customers.

Identifying The Gaps

The are many gaps manufacturing companies must fill to increase customer experience. The gap between what companies believe customers want and what they actually want. There is also a gap between promises and experiences. There may exist differences in the companies’ perception of the customer experience they offer from that of the customers. The only way to identify and breach the gaps is to create a relationship. An effective communication link must be made to establish a healthy relationship with customers.

What Matters To Consumers

Manufacturing companies must be grateful for analytics technologies. They have provided the means of knowing what customers really want. They help reflect the voice of the customers so companies can evaluate their strengths and weaknesses. Surveys, reviews, social media and analytics technologies have become a means of reaching B2B customers. Manufacturing companies must have a program that measures the market’s perception of their brand. They must hire employees with advance data marketing skills to this effect.

Content That Sells

The right information is the perfect guide through a buyer’s journey. More than half of B2b customers use marketing content as a guide to making buying decisions. The right content is a win for both buyers and sellers. Your content must be able to provide buyers with a solution and present you as a unique provider of the solution they seek.
Research showed that customer retention is one of the top five challenges of B2B companies. Rather than research on their competitors, B2B suppliers must focus more on their customers. it is essential to focus on building a distinct brand image and the market value your brand offers. There is only one way to change these stats to more appealing figures. Customer experience must be at the core of the strategy of every manufacturing company.

“A Guide to Customer Experience Management: How To Improve CX.” B2B International, www.b2binternational.com/publications/customer-experience-management/amp/. Bacon, Jonathan. “B2B Brands Shift Focus to Customer Experience.” Marketing Week, 20 Sept. 2017, www.marketingweek.com/b2b-brands-shift-focus-to-customer-experience/.

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