Why a great customer experience matters, even if you’re selling widgets
With the advent of digitalization, our experiences as consumers have reached a whole new level. You know exactly when to turn on the porch light for the pizza guy, you can have Fluffy’s kibble delivered to the same porch the next day and you can even get insurance quotes from a cockney reptile from the comfort of your favorite arm chair.
Yet when you look at the customer experience in business-to-business, especially for industrial products and services, it’s like stepping into the dark ages. Websites often function as a product brochure, with a white paper thrown in here and there. While it’s true that decisions in this area are more rational, decision-makers are still humans and they still appreciate a great experience. They are the same individuals watching their pizza progress from the oven to the delivery guy and this shapes their expectations of a great customer experience.
I’m not just talking about digital experiences, either. eCommerce platforms can come with a hefty price tag and steep learning curve, but there are other elements of the experience that don’t. For instance, good old-fashioned analog elements, like following up with a customer to see if they are happy with their solution.
In my role as an insights expert, I interview many business decision makers. If I had a dollar for every time poor customer experience came up as a pain point, I wouldn’t be typing this from the middle seat at the back of the plane. This includes the basics like not returning phone calls, messing up billing and not communicating when there are lead time issues. It’s all about being easy to do business with.
The good news is that there is a lot of upside potential. So if you are looking for a differentiated value proposition, take a good look at the experience at every customer touch point. Your customers will thank you.