Delivering an exceptional customer experience (CX) in today’s B2B marketplace is increasingly difficult as multiple organizations invest heavily to remain competitive. Therefore, CMOs should incorporate specific strategies that will help them to enhance their B2B customer experience.
Digital technologies will primarily influence 2022 and beyond. Even after stepping in 2022, organizations still operate in remote working environments and embrace the new digital technologies to support their business operations.
For the marketing department, while the initial phases of this digitalization were difficult to adjust due to the rapid adoption of advanced martech stack and stretching themselves entirely for an omnichannel environment, they have also grown used to these new “normal” and are thriving in it. In return, this dependency on digital technologies has increased the demand for B2B brands to deliver exceptional customer experience.
In fact, as per a 2018 study from Gartner, titled “Realizing the Benefits of Superior Customer Experience,” expect to compete primarily on customer experience.
Also Read: Factors Challenging the Evolving Role of B2B CMO
However, capitalizing on customer experience is not easy as it may appear. While B2B brands are increasingly willing to invest in new technologies to improve their martech stack, it can distract CMOs and B2B marketers from the primary area of focus to improve customer experience. Instead, they should think about how these new experiences can help them to enhance existing processes while enabling them to meet their customer needs.
Here are a couple of things that CMOs can incorporate into their B2B marketing efforts that will help them to enhance their CX:
Align with goals of all stakeholders
Most often than not, large B2B brands are too disconnected from implementing great CX improvements, despite giving their best efforts. This failure in CX results from organizations leaving their job left to one department. Moreover, making a single department responsible for taking care of the customer experience leads to unclear measurement goals or mismatch between priorities between various departments of the organization.
CMOs should know that if the CX efforts of every department across the organization are not in alignment, the CX initiative can lack purpose and may look at odds with the direction of the business. Moreover, there is an impression that CX is just about providing the customer what they demand without taking the overarching interests of the business into account.
To be truly effective in their CX initiatives, CMOs should ensure that their CX goals are weaved into business priorities and measured on the contribution and effectiveness of the goals. Meaning all the members within the business should be on the same page to avoid any discrepancies while aligning the business goals.
Also Read: Integrated Marketing Approach to Shape the Future of B2B Sales
Take baby steps
Another mistake that CMOs are guilty of making is trying to improve everything at once, resulting in financial challenges. Furthermore, with the continuous evolution of digital technology, CMOs can often find themselves in a rough spot while trying to keep pace with this approach.
Instead, CMOs should incorporate a culture of always-on improvement with projects that they can implement immediately alongside their longer-term transformational projects. By consistently making minor improvements along with gathering data and feedback, it will be much more seamless experience to view the results. This will also allow them to incorporate new strategies while identifying the most profitable strategies.
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