It’s a B2C world – B2Bs are just livin’ in it.
We used to treat B2B customers differently. We thought our customers or end-users, as professionals, expected a different experience with us as suppliers. This has changed as our end-users have changed. Today, all end-users, professionals and non-pros alike – expect better, faster, and more convenient service.
Smartphones have completely changed how our customers live and they don’t switch just gears when they show up for work – they expect their work experience to be very similar to their off work hours. They expect faster communications, they expect modern services and they expect more value for their money.
For B2B suppliers – this could mean video instructions, faster complaint resolution and even an on-going dialogue about the products they’re using. Thankfully – we have a template to follow – the B2C experience – and tools to make your end-users more productive and satisfied with your products – which will make their managers happy to buy your products.
The easiest way to engage (B2C word for 2-way communication) is to make it super easy to get the latest tips and tricks on your product. This could include periodic updates on best practices, video instructions – even input from other users and detailing special use-cases so your end-users see different (and new) ways to use your products.
Another great way to engage is to make it easy for the end-user (and the manager!) to contact your support team so they have less downtime. This could be as simple as a support phone number going directly to your support team (not your switchboard or sales team!) Or if you want to get fancy – include a chat function if you have this available.
At the end of the day – the B2C world has moved to the mantra “Think like a customer.” Time for B2B to follow suit . . .
Have you changed your mindset to match your end-users? Need ideas? Ping us and we can chat about how B2C ideas can increase your customer’s satisfaction and increase your profits.