Author: Blake Morgan
Once overlooked, customer experience is now a pillar of the B2B world. Arecent survey found that 90% of B2B leaders say customer experience is crucial to their companies’ strategic priorities. B2B customer experience includes creating a personalized, omni-channel experience and building lasting relationships while providing convenient, digital 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.
Here are 10 of the best B2B companies that are finding innovative ways to give customers what they want by focusing on customer-first cultures and strong relationships.
IBM assigns each customer a team of specialists to help them integrate IBM Cloud Storage into their existing processes by training them on the best applications for their business. When customers truly understand the product, they are more engaged. IBM regularly asks for feedback from its B2B customers to improve its products, which contributes to the company’s high customer retention rate.
Adobe’s HR function oversees both employees and customers. At “experience-a-thons,” front-line employees test out new products and give their honest feedback. The idea is that employees who are removed from creating the product have a similar perspective to customers and can point out any issues. The program also engages employees at all levels and creates a more cohesive workforce.
FedEx is the second most trusted B2B company, and a big reason for that is open communication with its customers. FedEx recently streamlined its communication to create a single customer-focused newsletter instead of multiple emails from different departments. Streamlining communication makes things simpler for both employees and customers and helps customers easily find accurate information.
4. Wells Fargo
Many of Wells Fargo’s B2B customers are small businesses, and the bank provides numerous training resources on how to build and strengthen businesses on topics ranging from marketing to payroll. The bank also offers streamlined solutions that integrate with other programs, like QuickBooks accounting software. Small businesses can have all of their banking solutions in one convenient place with easy online and mobile access.
Slack uses customer experience to transform how companies and teams communicate. From the company’s early days, it has relied on customer feedback to fine-tune the service. When customers asked for emojis, Slack delivered. The company’s customer experience is built on real, human communication with heart.
GE operates two customer experience centers in Pittsburgh and Munich that showcase its many capabilities. Potential customers can visit the centers to see GE’s manufacturing systems in action and discuss a personalized plan with customer experience representatives. Instead of just telling potential customers about their products, the customer experience centers allow companies to see exactly how GE could help their business grow.
Workday is regularly on lists of the best places to work because of its inclusive culture, personalized career training and constant feedback opportunities. The company works with each of its customers to create personalized plans to reach their goals. Each customer is assigned a customer success manager who assists with training, support and additional resources to help reach those goals.
Recently named the second-best company to work for, Salesforce cares about its employees and customers. The company breaks down silos to create a cohesive customer experience that unifies service, marketing and commerce under a single platform. Customers can easily purchase the product, learn about its features and trouble-shoot any issues without getting the runaround.
To create satisfied customers, DHL first focuses on creating satisfied employees. The company recently underwent a major reorganization to create more cohesive teams with streamlined communication and clear expectations. Leaders surveyed employees to find areas for improvement. Under a customer-focused culture, employees are engaged and get recognized for their excellent customer interactions.
Costco is known for a strong B2C customer experience, and it carries many of the same principles to its B2B enterprise experience. Business customers can easily make purchases and returns and get personalized service. Costco goes out of its way to make life easier for business customers with services like delivery and early store access.
B2B customer experience has improved in recent years, in large part due to an improved focus on employee experience. These 10 companies show that a strong B2B customer experience creates meaningful relationships and convenient services for all businesses.