In previous articles we talked about the special importance of Customer Experience in B2B. From our point of view, as Marketing, Sales and Customer Experience consultants specialized in B2B and Industrial , Marketing and Customer Experience work together to improve the relationship and perception of the customer, so we understand it from the Marketing perspective, although it is also acceptable to see it in a more independent way.
In any case, the B2B client (mistakenly called a company), unlike the B2C, seeks long-term lebanon phone number library relationships with its suppliers and seeks value proposals adapted beyond products or services. Throughout this relationship over time, the people who work in this “client” company will have many points of contact with the “supplier” company through people, website, products, services, tools, etc. If the mix of all of them leaves a positive general emotion, the sustainable business will be the consequence and it will be difficult to make them change suppliers even through such persuasive levers as price.
Generating this desired and perceptible experience is something really complicated for B2B or Industrial companies due to their inertia towards the product and production. After the first logical step of listening to the customer and setting the internal priority to work on it, the exercise of designing the B2B Customer Journey Map begins.
Why is this tool so important in B2B?
1/ Customer-Centric B2B Effect
The first great success of this tool is having the capacity and the magic of bringing together Marketing, Sales and other departments working on the same team, something that is not easy at all but is essential when it comes to generating a unique experience, the one perceived by the customer.
2/ LifeTime Value B2B.
The Customer Journey Map in B2B is especially important since the B2B customer is “born” in practical terms after the first sale (repeat purchase) and develops multiple vital touchpoints from that moment on. This differs from the B2C customer who usually dies there and has his key touchpoints earlier, only in the pre-sale.
This is why it is particularly suitable for the B2B or industrial world. If we analyse the LTV of each client or supplier, we know that we cannot lose that client in the first few years. Monitoring those first interactions is vital to start making the account profitable in the medium term.
