Having a solid omnichannel strategy is more relevant than ever for B2B businesses. Your clients are already accustomed to enjoying a seamless consumer buying experience across channels. They research products on their phones, purchase them in web stores, contact customer service via social media, and they get a consistent message and experience in every phase of their journey.
The undeniable truth is that the longer you wait to offer your clients an equally stellar buyer experience in their professional lives, the higher the risk you run of losing them to competition that’s already embraced an omnichannel strategy.
We’ve talked about the subject here on the blog before, but it bears repeating. If you haven’t gotten started with omnichannel yet, it’s time. Here’s why:
1. Buyers connect with the brands they trust, not the channels they use.
Buyers exposed to omnichannel strategies are likely to be more active, more loyal, and higher-spending customers. In fact, in a survey done by Accenture, 75% of B2B buyers said they would purchase from the same supplier again if they had excellent omnichannel capabilities.
A strong omnichannel approach reinforces your brand and the loyalty of your customer base.
2. The buyer journey is no longer a straight line from A to B.
The use of mobile devices has disrupted the traditional shopping experience. Three quarters of respondents in the same survey indicated that being able to look up product information across channels was important or very important when making work-related purchases online.
Your approach needs to be consistent, whether your client is on location with a sales rep, on a computer at work, or using their mobile phone during their commute. In today’s digital society, it’s increasingly common for multiple channels to be involved in a single purchase, and that’s exactly the kind of customer experience that an omnichannel approach supports and encourages.
3. Buyers demand a smart and personalized approach.
Businesses with a strong omnichannel approach retain an average of 89% of their clients. Compare that with a 33% average retention rate and it’s clear that clients know what they want and that they’ll go to the companies that offer it.
Brands need to be savvy in using customer data and engagement systems, and they need to address customer preferences intelligently.
Companies can establish trust if they can provide an omnichannel shopping experience and engage their customers holistically. With that trust comes customer loyalty — a powerful tool in the B2B world which drives business results.
18 April, 2017