Make Customer Experience Your Mission

Industrial companies are recognising the importance of delivering a customer experience more than ever. In a recent research report by Accenture – 90% of B2B leaders claimed “customer experience is crucial to their companies’ strategic priorities”.

Customer experience includes creating a personalised, tailored experience and building lasting relationships while providing convenient, tangible solutions. It also includes a focus on employees. Engaged employees are more likely to create a superior customer experience. Companies that invest in employee experience are 4.2x more profitable than those that don’t.

Focusing on customer experience may be the single most important investment you can make with your marketing funds.

Here are four ways to improve on customer experience:

1. Introduce Special Touches

Do your homework to uncover what matters most to your customers and then it’s time to consider the special touches that keeps them coming back for more. It’s all about finding a special touch to demonstrate you value the relationship. This does not need to be complicated. Find one thing to trial and then stick with it.

2. Become the Trusted Advisor

Translating your knowledge into customer-centric advice is a great way to add value to your customer relationship. Consider a few industry related topics that you can openly speak about. Then, consider the medium: web blog posts or news articles are a great way to draw traffic to your website, on-site events, or social media platforms can help expand your reach. Providing free consulting or technical support to your customers is a perfect way to enhance your relationship to become the “trusted advisor”.

3. Elevate your Brand

Customer driven marketing allows your audience to better understand your brand. What you stand for and why. Injecting character and authenticity into your marketing will then elevate your brand. An idea is to let your customers become your “advocates” – enable them to promote you. They’ll sell you better than you sell yourself.

4. Innovation

As the industrial buyer journey grows in complexity, a detailed view of your customer is increasingly valuable. With a tailored customer experience strategy incorporating marketing, sales and operations you are likely to drive superior customer experiences and even greater breakthrough
with innovation. You may even uncover what the market has been hiding from or ignoring for years.

In summary, always remember who your customers are. Reinforce your brand values through special touches and use your marketing efforts to maximise customer value.

Download your Marketing Campaign Guide to learn more.

Related: Better 2 Best Accenture Report

Other Reading: Why the Millions We Spend on Employee Engagement Buy Us So Little

INDUSTRIAL MARKETING CAMPAIGN GUIDE

Learn how to craft a knock-out integrated marketing campaign to achieve the ROI with your marketing and business objectives. You’ll have access to our secrets in campaign development, creative execution and measurement. Ensure each stage of the customer journey is mapped to create a partnership between the customer and your brand. At every touch point, they should receive the value exchange to urge them to the final stage – trial, quote, or purchase.

ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.