By Business Growth, omnichannel marketing, b2b growth
The business world has undergone significant changes over the past few years. Disruptions have come from all angles, leaving companies scrambling to keep up. Yet, companies have finally found their footing. Though this is good news, it's not the time to rest on our laurels. B2B companies have reached an equilibrium in their omnichannel capabilities. Yet customers begin to disrupt that balance again. As a result, meeting their customers' omnichannel expectations still has a long way to go.
This disruption offers a path to share growth: omnichannel experiences. Customers demand these experiences regardless of their size, industry, and country. Or their place in the customer relationship lifecycle. Additionally, they are open to changing suppliers to access outstanding omnichannel experiences.
Businesses have a once-in-a-generation opportunity to alter their market share. It involves better orchestration, integration, and personalization. So how can you make the most of this chance? Find out by reading on.
Omnichannel Orchestration Starts with the Customer Journey
Creating a great customer experience begins with understanding your customers' journey. It will give you a clear understanding of their actions and the channels they use. Once the customer journey is mapped out, you can start looking for ways to improve the experience.
It might involve integrating new technologies or tweaking your existing processes. Or whatever it takes to make things simpler and more seamless for your customers. Remember that this is an ongoing process. As your customers' needs change, so should your omnichannel strategy.
It’s Time to Get Personal
Personalization is no longer a nice-to-have; it’s a must-have. In today’s omnichannel world, customers expect a seamless, personalized experience, regardless of how they interact with your brand. That means going beyond knowing your customer's name. Instead, you need to anticipate their needs and provide them with personalized recommendations and solutions. Using data-driven personalization at scale across your organization is the time to start.
By getting personal, you’ll not only create happy customers, but you’ll also reap the benefits of increased loyalty and improved brand equity.
Integrate Your Channels
Omnichannel isn't just about using many channels. It's about using them to create a cohesive experience for the customer. That means ensuring all your channels are integrated and working together seamlessly. Channel integration can lead to the following:
- increased sales
- higher customer satisfaction rates
- reduced operational costs.
The omnichannel approach to sales has been gaining steam in recent years, and for good reason. By offering customers multiple channels through which they can interact with your company, you can provide a more tailored and convenient experience that ultimately leads to higher satisfaction levels.
According to recent studies, this approach is paying off. More than 90% of B2B companies say their go-to-market model is just as or more effective than before the pandemic began. And 31% believe their model is much more effective at reaching and serving customers, compared with nine percent who said the same two years ago. It’s clear that omnichannel is the way of the future, and those companies that embrace it will be well-positioned for success.
There's no doubt about it: we're living in disruptive times. But instead of seeing this as a problem, companies could view it as an opportunity to shift their market share by delivering exceptional omnichannel experiences. As a result, companies can come out on top in today's disruptive business landscape. They are starting with the customer journey, getting personal, and integrating their channels.
Learn more about setting how your B2B company can provide an amazing customer experience! Drop us a line and schedule a free consultation with one of our experts.
