Six Ways A good customer experience goes beyond website design
Your B2B company probably already has a nice, highly functional website. Building and maintaining a web presence this way is undoubtedly important: a website that works smoothly and looks good can encourage people to spend time on it and return frequently.
However, a beautiful, highly functional website shouldn’t be the only way your business can enhance your customers’ experiences.
Here are some other ways your marketing team can explore to create a great customer experience.
1. Offer educational opportunities
B2B websites often contain educational content such as white papers and case studies, and this type of material remains relevant. However, there are other ways to educate your audience and keep them interested.
For example, you can offer a seminar or workshop that participants can view immediately or later, depending on their time zone and preferences. When seminar attendees have the opportunity to ask questions and get immediate answers, such feedback can dispel doubts and position your company as an authoritative source.
Education can also be done through live stream events. When launching a new product or service, it may make more sense to review its features in front of an interested audience than just posting a picture or product description.
Live educational events can also increase your website traffic later on. Plan to archive each one in a central location so that users can search them at will.
2. Highlight how your company gives something back
Current and prospective customers usually like the idea that they are doing business with companies that are using their resources to make the world a better place. If your company participates in such endeavors, make them aware. You can even go beyond that by encouraging customers to do the same.
Nearly two decades ago, Salesforce began focusing on developing its philanthropic culture. The 1: 1: 1 model was introduced: the company dedicates 1% of its technology, people and other resources to make the world a better place. That commitment has resulted in millions of hours of community service, tens of thousands of product donations to nonprofits and educational institutions, and other impressive results.
However, Salesforce doesn’t limit itself to describing how it returns. The company urges other organizations to follow suit and commit to participating in the 1: 1: 1 model. As a result, the customer experience is improved by empowering people to help others in meaningful ways.
Think about how your company could motivate others. For example, you can post a new social media graphic every day that will give people ideas for positive action in their communities.
3. Making it easier for people to contact you is a good customer experience
Your current and potential B2B customers are busy people. You don’t want to waste time trying to find information that should be readily available, such as: B. Your company’s contact details. Websites usually have it in the top right or in the footer and people are used to looking for it there.
However, your website is just one of the many options that make it easy to get in touch with. It may not offer the most convenient method of contact for every person or circumstance.
When customers have a quick question, e.g. For example, how to add another user to a service plan provided by your company, they may prefer to use Facebook Messenger or Twitter. You can offer a good customer experience by increasing your availability on these platforms.
B2B customers, like most people, love convenience. This means breaking down the barriers that can delay contact with your company or prevent it from being reached at all. Your website can certainly serve as a contact mechanism, but it should not be the only option.
Also, set expectations for responses. For example, you can say that people will get answers to questions posted on your company’s Twitter feed within 24 hours.
4. Let your content marketing plans support your branding goals
An effective content marketing plan can increase your company’s authority, increase its reach, and keep people interested.
You should also develop and distribute content in such a way that it aligns with your company’s goals and ideals.
Norwegian Cruise Lines took this approach in 2017 with the creation of a digital stewardship report with animations, videos and slideshows. The content highlighted environmental protection with no waste. There was no need to print physical copies, so the format of the digital magazine was particularly appropriate for the topic at hand.
Evaluate how your content marketing can strengthen the perception of your company and its offers by employees. For example, if you sell business software that is characterized by its simplicity, consider posting infographics or video clips that bring home the simple processes and functions.
While such content can be displayed on the company website, you can also allow users to access content by clicking links in an email newsletter or social media post.
5. Trust must be built for a good customer experience
Whether or not employees have worked with your company before or are just thinking about it, they need to trust you. But maintaining trust cannot happen overnight. Think of it as a gradual but rewarding process.
A well-designed website can certainly help build trust. If it works as intended, people will feel like you’ve invested in the expertise it takes to create a great website.
You can also show people your company trusts by being transparent about potential delays or other circumstances that can lead to disappointment. Your company may have pre-ordered a product that is now a month behind schedule due to production issues. Use various channels to inform customers of the problem as soon as possible. This assures them that you are honest and communicative.
Another option is to use your company’s blog to tell a story of personal transformation. A fascinating, relatable story can help people to empathize with the protagonist.
Excellent storytelling can also instill trust when it shows vulnerability. The people are not perfect. Business leaders could blog about overcoming a problem, overcoming a personal shortcoming, or seizing an opportunity for growth. Customers can feel that the human element makes a company more trustworthy.
6. Focus on customer results
Some B2B company representatives make the mistake of spending too much time describing what their products or services can do for customers and not enough time discussing the actual results. People want evidence of success to justify their investments.
In short, you want to get to a point where you and your customers can quantify the specific value your business is delivering to them. This can take months and requires careful data collection. However, using this information during the customer relationship can help you retain customers and attract new customers.
For example, suppose a customer is hesitant about renewing a subscription or contract. You can refer to data that shows how your product or service has been instrumental in helping a company achieve its goals. Similarly, you can turn this information into case studies that show potential customers what you’ve accomplished.
When you let real customer results improve the business experience, potential customers are more likely to feel confident that you play an essential role in the success of their business.
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There’s no denying that good web design is important in creating positive customer experiences. However, your B2B customers will look beyond your website to see if you are the right company to meet their needs.
The tips in this article will help convince them that providing a great customer experience is a priority for your business.
More resources for a great customer experience
The six pillars of B2B Customer Experience Excellence
This is how you get to the heart of the customer experience
How To Measure The Effectiveness Of Touchpoints: Six Steps To A Better Customer Experience