When it comes to B2B organizations, customer experience is just as important as it is to B2C companies, possibly more so. Yet, many B2B organizations and marketers forget customer experience can affect their business long after the completion of a sale. A B2B organization also needs to convince not just one person, but multiple people within the business that its solution is the best option. Implementing a customer management strategy can help B2B organizations build solid customer relationships with individuals and the business as a whole to pave the way for long term success.
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It’s Business 101—or at least should be—that in order to expand, you need to keep existing customers happy while identifying new prospects. With a CRM and customer management strategy, B2B organizations can get to know more about the decision makers and influencers within each organization they’re targeting, and can use that information to address prospects’ specific needs and build relationships that help to prevent dissatisfaction and potential revenue loss. Make your CRM work harder for your B2B with these tips for improving customer experience.

Be consistent.

Customer experience needs to be consistent at every touchpoint and across the entire organization. CRM will give every employee access to the most up to date customer information so customers never need to give the same information more than once.

Measure every touchpoint.

B2B organizations continue to interact with customers in multiple ways post-sale. Such touchpoints include call center interactions, email newsletters and social media. Examine and measure the sentiment at each touchpoint and adjust as needed to maintain happy and loyal customers.

Make it personal.

Today’s customer demands more personalized experiences in every interaction with an organization. By inputting not only relevant business information that will help to close a deal into your CRM, but also personal details that humanize your target, you can deliver a more personalized experience. This connection will set your business apart and could be the key ingredient that turns a new prospect into a loyal customer.

Customer relationships require work but they’re one of the most important things your business needs in order to be successful. Interacting with customers should go beyond just a transaction, and businesses—both B2B and B2C—need to make customer satisfaction and experience a priority. Using a CRM to execute a customer management strategy is one of the easiest ways to bring that personal touch to every interaction.
 

At Insightly, we offer a CRM used by small and mid-sized businesses to manage all their B2B and B2C customers. Learn about all of Insightly’s features and plans on our pricing page or sign up for a free trial.

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