Customer centric experience, the new normal.

It’s amazing to see how the B2C world is quick to embrace these changes. They understand that, in this day and age it’s all about the customer. In B2B it’s often the opposite, they are anything but early adapters. I have heard the phrase “it’s just how it works in B2B” too many times to count. I’ve always wondered why.

Your business customers deserve the same or even a better experience as consumers. They deserve a customer centric experience.

How do you create this experience for your B2B customers though? I personally think it’s by going back to the basics. Most entrepreneurs start a company to help other companies or people and add value. Go back to that mindset. As it is a customer focussed mindset. In the end it’s all about them.

I think with the following things you are able to create a true customer experience:

This is very obvious, but crucial. Ask your customer what they think and why. Ask your service and sales reps. They are the ones who talk to your customers. Ask them, record it, but most important act on it!

Map out the customer journey and ask yourself some questions. How does someone buy something from us? What happens when they want to buy? How long do my customers have to wait for their quote or order? Can we make it easier, friendlier and faster?

The same goes for every process the customer is involved in. Ask the same type of questions to your service team.

Monitor and record your customer interactions. Use your CRM’s full potential. Create a 360 degree customer view. Make sure a customer’s entire contact history is in your CRM. Orders, queries and sales calls. You want to see it all. You can’t improve what you don’t know.

Don’t be afraid to change your ways. Remember, survival of the fittest is not about survival of the smartest or the strongest. It’s about adaptability, especially in a world that changes so fast.