Four Customer Service Best-Practices Marketers Can Adopt to New Customer Demands

    Four Customer Service Best-Practices Marketers Can Adopt to New Customer Demands

    In a post-pandemic landscape where digital outreach still reigns supreme but the consumer experience is more crucial than ever, it will be crucial to build and maintain trust. Marketers can maintain consumer trust by treating them with respect, which includes properly managing customer consent and communication preferences.

    The fact that COVID-19 has profoundly altered how people connect is no longer news. However, incorporating best-practices into a B2B marketing strategy is always a good idea, and marketers can learn a lot from how customer service professionals have evolved in the past 18 months. These insights can help marketers in meeting new customer expectations and establishing long-term customer relationships.

    Customers, as always, are driving change, and their experience with the pandemic created expectations for hyper-personalized outreach. B2B organizations need to rethink how they approach customers and create long-term relationships in light of changing customer expectations and new regulations aimed at protecting consumer privacy.

    Adapting fast to New Consumer Expectations

    A recent Gartner report on B2B buyer demand for digital solutions, titled “Future of Sales 2025”, highlighted the shift in consumer expectations, and the long-term nature of the change. According to the report, B2B customer expectations for a rich virtual experience are informed by their consumer experiences, making customer service best practises a no-brainer.

    Also Read: Strategic Partnerships can help Brands Improve B2B Customer Experience

    Here are a few pointers to help marketers incorporate customer service best-practices into their own engagement initiatives.

    Personalization is key

    Customers now expect hyper-personalization in digital outreach, but privacy concerns are on the rise as well; at the same time, customers don’t like being stereotyped.

    Customers expect brands to recognize who they are and where they are in the buying process. This necessitates data and segmentation so that companies can reach out to them on the appropriate channel at the appropriate time. However, making assumptions or relying on stereotypes—especially those based on demographic data—can be dangerous.

    Instead, organizations should examine the data from a fresh perspective in order to identify what distinguishes their prospects and customers. To ensure that they are meeting their individual demands, companies should take cues from requests and purchase habits.

    Interactive and experiential digital outreach

    People are obviously hungry for fun after the hardships they have faced over the past year and a half. In this context, experiential and interactive digital outreach is a great idea, and technology can assist brands in becoming more conversational and responsive to prospects and current customers.

    People are also more likely to conduct business with companies that share their values, thus brands should lead with their values in a relatable and authentic way. Customers expect businesses to meet them where they are and provide a consistent experience across all channels of communication.

    Consent is crucial

    Consent underpins all human relationships between equals, including the relationship between B2B marketers and current or prospective consumers. They should ask customers for permission to continue an open-ended dialogue at every opportunity, and identify which channels they prefer to use.

    If a customer or a prospect contacts a company for service or information, the company should ask them to opt in for future communications and respect their wishes. Client consent and continuing the dialogue on their chosen channels can assist in increasing customer lifetime value and decreasing churn.

    Also Read: How Can B2B Brands Benefit from B2C Experiences?

    Customer connections

    The pandemic amplified the authenticity and humanity compassion of communications with customers. Customer expectations are changing, which means thoughtful, hyper-personalized communication is essential.

    Marketers must provide a compelling cause for current and potential customers to do business with their company. Marketers can be their real selves and make conversations with B2B consumers a joyful and dynamic experience, just like a customer service expert authentically engages with individuals who need help or support.

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