For business leaders today, the primary basis for competition is customer experience. As customer expectations are increasing by the day, many businesses strive to figure out how to provide the best customer experience. Habituated with the omnichannel experiences offered by B2C companies in their personal lives, B2B buyers expect the same level of customized solutions in their professional work as well. There are certain ‘must-dos’ for businesses in the B2B sector and providing omnichannel solutions to customers is one of them.
So what is an omnichannel experience?
Clint Fontanella, author at Hubspot blog defines omnichannel experience as:
“An omni-channel experience is a multi-channel approach to marketing, selling, and serving customers in a way that creates an integrated and cohesive customer experience no matter how or where a customer reaches out.”
An omnichannel experience addresses all devices, touch-points, and platforms that a customer will use at every step of his journey. Not only does this approach help B2B companies retain consistency in their message conveying, but it also helps enhance the customer experience.
Why should B2B companies adopt strategies for providing omnichannel solutions?
According to Customer Gauge, companies that excel at omnichannel customer experiences retain an average of 89 percent of their clients. Meanwhile, 75 percent of B2B customers would buy again from their supplier, provided that the company had omnichannel capabilities.
Here are more reasons why omnichannel solutions are a must for B2B companies:
1. Helps maximize the efficiency of channels: The major benefit that comes from offering customers an omnichannel experience is that it helps optimize channels to their fullest potential. Customers can personalize their own experience all the while getting control to access the products, services, and support on demand. Different customers have different preferences. Desktop, mobile, tablet, website, social, landing page, email campaign—when all parts of the business operations are connected across channels, customers gain a better experience.
2. Boosts customer loyalty through better customer experience: When customers are provided an omnichannel experience, they can pick and choose what channels they want to use to interact with the business. When companies provide an omnichannel shopping experience, they can establish trust and give maximum overall engagement to their customers. With that trust, it isn’t difficult to boost customer loyalty.
3. Creates a seamless and uniform customer journey: B2B buyers expect interaction with sellers across all channels. Not just that, they expect information to be seamlessly interwoven and transitions from one channel to the next quick, painless, and enjoyable. Many companies still struggle to meet the demands of all their channels. However, failing to do so comes at a cost. According to CX expert Shep Hyken, businesses are losing more than $62 billion per year to bad customer service—a number increasing compared to the previous years.
Becoming a customer-centric company ranks high in priorities for many companies today. The challenge is orchestrating and simplifying all the complexities of data, business models, and channels across your sales, marketing, and customer service to deliver a consistent, end-to-end, customer experience. Adopting an omnichannel strategy is a key way to meet customer expectations by B2B enterprises today.