Customer (Experience) is King

If there’s one area that B2B tech companies consistently get right, it’s innovation and groundbreaking new products. The pace of technology has gotten so extreme that we’re seeing amazing new products and services almost every quarter.

But as much as they get the product side right, they’re failing in another key area: customer experience.

In their quest for ever-increasing efficiency and automation, companies are falling down when it comes to providing a customer service experience that leaves buyers wowed.

We as customers see (and experience) this all the time - especially in the guise of impersonal interactions. Companies are relying on automated systems and self-service portals to streamline processes - but at the cost of being able to address the nuanced challenges that B2B clients frequently face. The result is customers feeling unheard, frustrated…and often looking for another solutions provider.

Another way that poor customer experience rears its ugly head is in knowledge deficiency. Many of today’s companies are outsourcing their customer service roles, resulting in significant knowledge variations from one representative to the next. B2B is a sector that evolves pretty rapidly, which means clients not only expect prompt responses, but accurate guidance too. Poor product or service knowledge leads to misguided advice, which not only affects the overall customer experience - it has the potential to cost clients money as well.

So what’s the solution? Well, there are a few ways that B2B companies can make a concerted effort to improve their customer experience.

They can invest in comprehensive training for their support staff - equipping customer service reps with the in-depth knowledge they need to provide unique solutions to clients’ problems.

They can embrace a multichannel approach - by diversifying customer support channels, in the form of non-automated phone support, live chat, or personalized emails, companies will be able to provide a more personalized and responsive customer service experience.

Or, they can cultivate a customer-centric culture from the ground up. This means infusing a customer-first mindset throughout the entire organization - from product development all the way to the call centers. It’s a heavy lift, but one that has the potential for huge upside, both internally and externally.

For years, B2B tech companies have been at the forefront of technology, providing customers with increasingly impressive products and services. Now it’s time for them to focus on the red-headed stepchildren of their organizations, and come up with some real solutions to improve their customer experience.

By investing in training, diversified communication channels, and customer-centric culture, companies will not only fix their existing issues, but lay the brickwork for positive word of mouth, lasting client loyalty, and long-term success.