B2B buyers want a B2C experience; personalisation and VOC are becoming must-haves

In a study of more than 6,500 buyers, well over 80% of respondents stated that they expected their business purchasing journeys to follow along similar lines to their personal shopping experiences.

This conforms to Gartner’s prediction, made in 2014, that over 70% of B2B customers would be looking for a personalised buying experience within the next four years. Those figures have turned out to be highly accurate, although 77% of businesses surveyed believed that they could still be doing more by way of offering personalised experiences to their customers.

Personalisation for a faster purchasing journey

A personalised experience covers a host of options, from giving buyers details of previous orders and transactions, through to storing payment and delivery details for faster access on subsequent visits. Some companies also offer customisable ordering processes and dynamic pricing options, which also serve to speed up the purchasing journey.

Customers want self-service transactions

Over half of buyers surveyed said that they were on the lookout for self-service options, citing it as one of the most crucial factors in their online purchasing experience. Almost 90% of buyers stated that their preference was for self-service transactions, which is good news for the sellers. They can focus the attention of their sales teams on more urgent matters, saving both time and money. Depending upon your business model, you could allow customers to change or modify their delivery options, arrange for recurring orders and even reschedule deliveries.

And don’t forget chatbots, which can greatly enhance your customers’ online buying experience. These automated bots can be as simple or as sophisticated as you need them to be, answering questions, upselling and dealing with minor queries, without interrupting your sales teams.

Great content adds value for customers

Your website content can do a great job of selling your products or services when approached in the right way. The key to success is in finding the correct ‘voice’ with which to address your web visitors, ensuring that you deliver relevant and useful content that adds genuine value to the purchasing journey.

Well-written content addresses the pain points of your site visitors, speaking directly to them in language that resonates. The aim is to make your sales pitch simply irresistible, so spend as much time as necessary to ensure that all web content fulfils its role to perfection.

Voice of the Customer (VOC)

VOC has been around for a while now, but it’s currently more important than ever in the business world. Understanding your customers’ needs is key to success, but you need to make sure that your entire site resonates with your web visitors at all times.

Use surveys, meetings and focus groups to identify what your potential customers are searching for and then make sure that you give them the experience that they crave. This approach will keep them coming back for more, creating a long-term link with your products or services and thereby ensuring the continued growth and success of your own business.

Modern-day innovations continue to fuel the daily challenges faced by management teams. Why not get in touch with us at RC&A and find out how we can help.

 

Don't just take our word for it

  • Tom Salvat, CEO, CONCURED
    "As a fast-growing start up, we need great people with a tough set of skills to find. They need to be hungry, experienced and fit the culture of a business that is always adapting and growing. Finding these people using Linkedin and other job boards is tough, time-consuming and rarely bears fruit. Ross has always been able to uncover gems for us, and we are benefiting greatly from his skills at CONCURED. Ross has a rare ability to really understand the business, the culture and the people that will nail the role. I couldn't recommend him highly enough, and he is the only recruiter we deal with"      
    - Tom Salvat, CEO, CONCURED
    Tom Salvat, CEO, CONCURED
  • Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    I am writing to express my gratitude to Ross Clifford & Associates who helped me successfully secure the role of Enterprise Sales Executive at Concured. Ross was extremely professional and understood the specifics of the job I required. I especially appreciated his fast response, transparent communication, and coordination in a timely and efficient manner.
    - Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
  • Jessica Cole, Editor – Redwood London.
    Ross is one of the friendliest recruiters I've dealt with. He was always attentive, quick to respond and ready to help with any questions I had. He's very professional, and not at all superficial like so many other recruiters out there. I would highly recommend him.
    - Jessica Cole, Editor – Redwood London.
    Jessica Cole, Editor – Redwood London.
  • Gareth Lofthouse, Founding Partner, Longitude.
    “We look for commercial people with a rare blend of talents. They need to be able to advise our blue-chip clients on thought leadership strategy. They need to be highly strategic and purposeful in uncovering opportunity. And they need the hunger it takes to thrive in a rapidly evolving business. RC&A were quick to understand our needs, they only delivered high-quality people for interview, and succeeded in getting us a winning candidate incredibly fast.”  
    - Gareth Lofthouse, Founding Partner, Longitude.
    Gareth Lofthouse, Founding Partner, Longitude.
  • Johnny Meredith, Senior New Business Manager, The Bio Agency.
    I can't rate or recommend Ross highly enough. He brings a thoughtful, personal approach to the process, carefully matching opportunities with candidates, through a good understanding of their priorities and skills. Throughout, he keeps candidates up to date in an open, honest way. A genuine pleasure to work with.
    - Johnny Meredith, Senior New Business Manager, The Bio Agency.
    Johnny Meredith, Senior New Business Manager, The Bio Agency.
  • Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Ross is the best recruitment agent I have worked with, he stayed in contact, kept me informed and was with me every step of the process. He also checked in with me during my first couple of weeks in my new role to make sure I was settling in. I wouldn't hesitate to recommend him.
    - Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
  • Neil Kettleborough, CRO & Co Founder, Chalk Social
    I have worked with Ross over 4 years now and he has always delivered a really high standard of candidate both at senior and junior level. His online knowledge is second to none and all the candidates he has put forward over the years have only good things to say about Ross and his work ethic.
    - Neil Kettleborough, CRO & Co Founder, Chalk Social
    Neil Kettleborough, CRO & Co Founder, Chalk Social
  • Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Ross is a fantastic recruitment consultant -  extremely professional, meticulous, patient and supportive. Throughout the process, I felt he represented me really well and genuinely cared about my career and finding the right role. Thanks to Ross I am now in a role I love, working with a brilliant team. Very highly recommended!
    - Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude

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