Any customer experience begins way before the actual purchase happens; if B2B companies keep this one thing in mind; half of their struggles will begin to drastically go down. The notion that customer care begins only after the purchase happens is no longer true; especially in the B2B domain. Clearly, it is time that b2b marketers make customers the central theme of their sales and marketing strategy to make a good sale!
To understand this better; let us take a look at 3 popular and inarguably best use cases of customer care in the B2B industry.
FedEX: Open communication
FedEX is a classic example of a B2B company that has an open communication policy with their clients! In any B2B business; the newsletter act as the best form of personalized communication and FedEX is the best example to prove how this works best for B2B.
FedEX has a dedicated newsletter for their customers; making it a single-customer focused newsletter. Instead of sending different e-mailers offering different things; there’s only one newsletter that goes out to their customers making the customers feel cared for.
This level of personalization is incredible and it helps to streamline communication and also helps to have an open dialogue straight with the customers. This also helps to strengthen the relationship between the customer and the organization.
GE: First Hand Demonstration
Going one step further; GE demonstrates their solutions to their customers. GE has created an opportunity to demonstrate their solutions and literally so! Anyone who is interested in their products can go to their allocated manufacturing centers, wherein; customers can see the products in action.
This is one step ahead in customer care and GE proves to the world that if you take the right efforts you can definitely gain trust and loyalty of the customers. The example of GE is testimony to the fact that customer care is not only an essential part of B2B marketing and sales; it’s an integral and very influential strategy by itself that can easily delight the customers.
Qumulo: Modern customer care
The dynamics of modern customer care are quite different from the traditional ones. Today customer care begins by asking the customer what they want and to produce the solution accordingly; that’s modern customer care! A perfect use case is that of Qumulo. They believe in the philosophy of asking a customer what they want and giving the customers exactly what they need.
Providers of scalable and enterprise data storage systems; Qumulo has a dedicated portal for customer care. Qumulo customers have access to the portal and they can interact with like-minded people and also have the option to open a support case.
In addition to the above; Motorola has been successful in building an emotional connect with their “Moments that Matter” campaign. Here is the video of the same:
This motive of the video was to communicate with the customers that Motorola is there with their customers to help them in the moments that mattered the most to them!
Conclusion:
Whether it is B2B or B2C; one factor that will always remain common is- Customers. B2B is a little tricky terrain when it comes to delighting and engaging customers; so many companies are now making customers to be the central theme of their strategies. Soon, customer care will be one of the most important investments for B2B companies; one that will be worth all the efforts!
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