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Six Rules for Building Phenomenal B2B Customer Experiences

Have you ever worked at a company that doesn’t have at least some sort of customer service system in place? It’s not a fun experience. You’re left scrambling to find client information, digging through emails in hopes of securing that one document they’re asking for. This is why so many B2B organizations put a major focus on customer experience (CX).

One of the big misconceptions of CX is that it’s the same as customer service. And while both aspects are sometimes handled by the same department (or even person) service and experience are two distinctly different ideals. The former focuses on fielding customer interactions, while the latter is a proactive approach to building a strong foundation of “bought in” clients.

Why Customer Experience is Important

First and foremost, customer experience acts as a bridge between sales reps and their clients. Not that salespeople are incapable of driving post-sale engagement, but people are usually more willing to talk to a non-salesperson. It’s this interaction that helps create a fluid through-line for building company value within your most important accounts.

Customer experience also plays a crucial role in the expansion of clients. Often branching off into growth initiatives, good customer experience reps can work with sales and marketing to build a narrative with key accounts. They have a unique opportunity to drive both sales and trust equity with current and potential clients.

Six Rules for B2B Customer Experience

1. Aligning with Sales Initiatives

Customer experience reps should work with the sales team to understand the various strategies and initiatives they’re focused on. When this is done successfully, clients can feel at ease engaging with both departments, instead of worried they’ll be roped into another pitch call.

Another valuable outcome of this interaction with sales is CX teams can help direct the sales team towards surging accounts. It’s valuable to have this type of information, as it can enable quick sources of revenue. Keep in mind, most customer experience reps have a unique relationship with buyers that sales reps might not be able to achieve.

2. Transparent Customer Interactions

You cannot build a solid customer experience without transparency. You might be tempted to keep some things from your customers in lieu of eventually driving a sale, but it’s not worth it in the long run. Your buyers value honesty, even if it’s not in their favor. A lot of times you’ll find your buyers will side with you over the rest of their team because of your transparency. You can create fully bought-in clients that are willing to advocate for your products by being an unyielding source of non-biased information.

3. Using Content to Your Advantage

Chances are your company has content they’ve spent time developing. Whether it’s a blog, a whitepaper, or a product sheet, there are resources available to help build value with your customers. Just like sales and marketing, CX can have a nurture cycle for their contacts. Try and find content your team can expand on and use it to drive engagement with your buyers. Sometimes it’s little interactions like this that can make a big difference with people.

4. Segmenting your Client Base

You have a lot of different customers across multiple industries and geographies. Each one of these accounts has unique challenges they experience on a daily basis, which usually result in a need for a product or solution. This is why it’s important to segment your client base and assign CX reps for each segment. Having a specialized service role can assure your clients their unique needs are met and can enable your reps to deepen their understanding of that segment.

5. Working Ahead of Your Delivery

The best CX teams proactively strategize how to develop and fine-tune processes. This means you send your emails out on time, you gather the information you need for the day, and you schedule your client meetings in advance. It may seem like overkill, but staying ahead of tasks is how CX thrives. Your job is primarily conversation-based, so the more time you have to dedicate to strategic conversations and dissecting customer responses, the more successful you’ll be.

6. Be a Human

Last but not least, it’s important to let your humanity shine through your work. There are a ton of different solutions that exist to automate the CX process. People generally dislike automated interactions, so the more personal you can be, the better. Try to find things that your top clients like and learn a little bit about them—you’d be surprised how much of a difference that can make in your next meeting.