The success of delivering an exceptional customer experience requires B2B brands to ensure the interaction between the customers and the product is seamless.
The competitive landscape of today’s B2B marketplace requires brands to keep up with the ever-growing commerce landscape. They need to take initiatives that will ensure they are not left behind. But that is half the battle.
With organizations continuing to expand their digital offerings, they do not have a choice but to depend on the ability to automate the publication of credible data. They have to ensure they deliver a superior customer experience which is not just about delivering and ensuring the right features of their products but also how their customers interact with those products across various touchpoints. To effectively move forward with this, B2B brands should build an understanding of delivering the right product experiences that their customers expect.
Additionally, by focusing on product experience, brands are better positioned to deliver more value to customers while simultaneously increasing their lifetime value.
Also Read: Lessons B2B Strategists Can Learn from 2021
Here are a few steps B2B brands can take to enhance their product experience:
Develop analytics infrastructure
To deliver customers real value, B2B brands need to gain insights into customers’ wants, needs and behavior. Achieving this requires B2B brands to have product analytics in place that can provide them with additional context allowing them to understand what their customers need from the product.
To develop an adequate analytics infrastructure, B2B brands should begin by identifying the metrics they can use to measure product experience. They should opt for tools that can help monitor user behavior, and plan out releases while simultaneously identifying multiple areas for improvement.
Create a fool-proof product development process
Identifying the workflow that can be used throughout the development process can make it easier for teams to execute their tasks. Establishing a fool-proof strategy for the team can help brands to get a clear picture of how every piece of the work adds value to their finished product.
They should start by mapping out the product development process for the team. Later, they should document what happens at every stage of the product development process. This makes it easy for the team to seamlessly transition between projects and decreases the probability of conflicts and confusion in the future.
Also Read: 4 B2B Strategy Mistakes That CMOs are Guilty of Making
Act on customer feedback
Analyzing the customer feedback is different for every brand depending on what questions are asked and from where the data is collected. Far too many organizations collect customer feedback and then let it sit and wonder why their customers are still facing and frustrated with the product experience. Therefore, B2B brands should ensure they keep a regular check on feedback.
They should develop effective feedback loops as part of a frictionless part of their product experience built in a way that resonates with customer requirements. Brands should also ensure that customer feedback is not only shared with the product development team but also with all the stakeholders within the organization. They should ensure all product experience stakeholders are invested in understanding the customer feedback and taking action on the results.
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