What B2B Companies Can Learn from B2C About Digital CX


What lessons can B2B brands learn from B2C companies to create engaging online experiences for prospects and customers? Craig Witt, EVP at MotionPoint, shares best practices that B2B brands can use to improve their digital customer experiences.

Since B2B buyers around the world are behaving like B2C customers more than ever, B2B companies need to focus on providing robust, engaging, consumer-like online experiences. Doing so helps expedite prospect engagement and education, forge relationships with dealers and distributors and reach more customers worldwide.

But how can B2B companies embrace these best practices quickly and properly? B2C companies have done the heavy lifting. Here are some ways B2B companies can follow in their footsteps.

Also Read: Essential Skills for CX Specialists at Large Enterprises

Let your customers transact online. Empowering customers to purchase products or services online is a growing trend among B2B brands. Unlike a website designed exclusively to educate prospects, a transactional site enables you to conduct business 24/7/365. This is especially useful for global customers, who can familiarize themselves with your offerings without one-on-one conversations with sales reps.Digital CX Best Practices

E-commerce capabilities also give B2B companies a cost-effective way to test new markets online. Purchasing platforms provide a rich source of commerce data which, combined with website traffic and other KPIs, can help you assess the demand for your products and services in domestic and global markets.

You should also consider localizing your website for global users. Growing your customer base and increasing revenue by serving international markets online has never been easier. Localized websites can be used as sales tools by in-country sales professionals, partners and distributors.

Additionally, translating your omnichannel content—such as social and mobile assets—helps create authentic, engaging digital customer experiences for global customers. This in-language content also creates SEO benefits, which can boost your brand’s reputation and website in global search engines.

Other digital localization best practices include:

  • Translated metadata: Customers won’t notice your website’s metadata and structured data, but search engines will. Localizing this SEO-rich content boosts SERP in global markets.
  • Intelligent language-detection technology: Instead of making global users search your website for a language toggle, use technology that automatically determines your visitors’ language preferences and prompts them to visit the appropriate localized website.

     

Also Read: Top 5 Technological Innovations That Will Impact the Future of CX

Leverage emerging technologies

Consider updating your digital customer experience to a modern look, feel or functionality with emerging technologies—such as localized chatbots.

Chatbots are software applications that simulate human conversation, and they’re becoming an increasingly common way that brands provide customer support online. Through a guided “conversation” with a chatbot, customers can receive technical support, learn about a company’s products and services and even make transactions.

Chatbots can easily be localized with translated dialogue and customized content relevant to global markets. In addition to providing a personalized digital customer experience, chatbots free up local teams to focus on tasks more complicated than low-tier customer support.

The Takeaway

As business practices and customer expectations shift to align with traditional consumer behaviors, it’s critical for B2B brands to craft powerful, persuasive digital customer experiences. Following tried and true B2C best practices can help B2B brands gain visibility and credibility — and generate more business along the way.

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