Successful B2B companies today are able to seamlessly combine the online and offline B2B customer experience for professional buyers. Face-to-face meetings, social media, a website, apps, telephone conversations—all of these facets of your company should come together to provide one complete, comprehensive user experience.
Customer Experience: Not Just for B2C
It used to be thought that the customer experience was only something for B2C. But in the age of the internet, everyone is looking for the ultimate buying experience, whether they’re doing some late-night shopping at home or purchasing for the company at the office. In fact, professional buyers will pay an average of up to 30% more for a superior B2B customer experience, according to a study by Avanade.
What can B2B businesses do to stay current and provide the experience their customers are looking for? It all comes down to one of the most basic rules in sales: know your customer. When you know who is buying your products, you know how to best optimize their experience.
Optimizing the B2B Customer Experience – But for Who?
The most important thing to know about today’s B2B customers is that they are getting younger. In fact, nearly 50% of all B2B buyers are millennials. Compare that to 27% only two years ago, and you can see where the market is headed.
So what do we know about millennials? Well, we know that this new tech-savvy generation have grown up with the internet, and as such they expect convenience, collaboration and customization. Does that mean all B2B businesses should start advertising on Facebook? Perhaps not. But what it does mean is that e-commerce is essential to stay current and especially to get ahead of the game.
Blurring the Line Between B2B and B2C
Online shopping is the top sales channel for B2B, after meeting with sales representatives in person according to research from Forrester. Why? Because business people are consumers too. They’ve become accustomed to a certain user experience, and why shouldn’t that transfer across the board to their user experience at the office?
In a survey of 930 B2B buyers, nearly 49% actually indicated that they prefer to do work-related purchases on the same websites that they use for their personal shopping. The signals couldn’t be any stronger that it’s vital for B2B companies to embrace online sales. There’s no doubt that age-old divider between the B2B and B2C worlds is fading, and in this case, B2C has set the e-commerce standard.
Sana: Your Solution for a Great B2B Customer Experience
So how do B2B businesses stay competitive and reach their customers in an inviting, convenient and personalized way? The simple answer is Sana.
Sana provides an integrated e-commerce solution to give B2B businesses the upper hand online. There are a number of ways that the Sana solution helps to improve customer service so that you can provide the ultimate user experience that the modern buyer craves.
Ready to Optimize your B2B Customer Experience?
B2B is and will remain more complex than B2C by its very nature, but that doesn’t mean we can’t simplify the process of reaching a new generation of customers and providing them with the very best experience possible.
21 February, 2017