siliconindia | | July 20198MARKETERS GUIDE TO CREATING A SEAMLESS B2B CUSTOMER EXPERIENCEBy Sukriti Mendiratta, Head-Marketing Communications, Cosmo Filmsn the current marketing landscape, customer expe-rience is fast emerging as a major differentiator, su-perseding even price and product quality. As customer acquisition becomes one of the biggest yardsticks of suc-cess for a business, losing customers owing to an unpleasant experience anywhere in the customer journey would be a major loss for the busi-ness. Let's see what constitutes this experience, and try and make it better. In a B2B scenario, customer ex-perience isn't just based on a single act or a transaction, but is a sum of all touch point experiences that the customer has with your brand; touch points being service or product de-livery, communication at every stage of the way, accounts & documenta-tion and post-delivery support. As the journey entails multiple check posts, this guide is not a marketer's road map alone. All customer facing de-partments need to be trained & wired on creating the desired impact. How-ever, generally, it is the CMO who leads the pack.Here are some tips for marketers towards creating a great experience:1. Trickle the Customer-Centric Attitude Down the LineFrom being a sales organization to be a customer centric organization is a major shift for any organization. It involves everyone in the company realizing that they are playing a role in building trust with the custom-er and meeting his/her needs. Being accountable to the customer is not the job of a sales manager on the ac-count alone; it is a concerted effort and works like a relay. This value creation generally happens with con-sistent training of all front facing em-ployees/account management teams on the problem solving approach and responding with a smile when it comes to dealing with customers.2. Have Consistency in Experience Design· All marketing tools/customer touch points; offline or online -web-site, corporate presentations, market-ing collaterals, sales tool kit, official merchandise, office/plant spaces, sta-tionery, social media pages, mailers, advertisements and PR pieces should wear the same visual look.· All branded content should carry the same brand promise.· All human interfaces, right from the call centre executive to sales-person/account management teams should share the corporate script aka corporate presentation, communicate Holding over a decade of experience in Marketing Communication, Sukriti is an expert in branding, content writing, digital marketing, PR, advertising and events & exhibitions.IIN MY OPINION
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