Having a customer retention strategy for your B2B company will help ensure its future success. Focusing on the customer experience from front-end sales to continued support has been shown to increase company revenues by 5% to 10%.
That is no small number, and that number is driven by customer loyalty. No matter how great the product or service you offer, you will fail to improve customer loyalty if you can’t manage the customer experience.
Now, let’s take a closer look at the ways your business can improve its customer loyalty, along with its overall revenue.
Use Current Customer Data To Improve Marketing & Communications
If you are struggling to find a way to complete the picture of your perfect B2B client – try looking closer at the data you already have. For example, have you taken the time to compile results from your sales and marketing efforts yet?
Do you know how many leads from your marketing efforts have converted to sales? Do you know where your leads are coming from? Is it from ads, social media, or organic search?
As you begin to paint a clearer picture of who your clients are, you can start to create a more specialized customer experience from start to finish.
Increase Customer Loyalty With an Improved Customer Experience
As you begin to understand more and more about your new and existing customers, you will improve their overall experience. A better experience almost always converts to improved customer loyalty numbers.
As your customer loyalty begins to improve, you can invest in new ways of retaining your existing customers. Why not provide multiple ways for your existing customers to contact you? Let them choose email, text, call, or other direct messaging options.
Use your existing data to see which types of content produce more traffic to your website and blog.
Use Content To Educate and Navigate New and Existing Customers
When you think of B2B content creation, do you think of boring, technical, and overly professional-sounding content? Well, we hope not. After all, B2B customers are still human, too.
According to Content Marketing Institute, 50% of all B2B content created focuses on raising brand awareness.
If that’s the case, your content should be focused more on educating customers. Then, as you educate, you can navigate them to the next step in your sales funnel. Or, better yet, to a team member who can assist them directly.
Manage Your Existing Customer Accounts With Increased Care
Don’t make life harder on your existing customers – simple. Keep your current customers in the loop when you update communication preferences, loyalty programs, or other aspects that may change their existing customer experience.
If there is a process that you can digitize and streamline for your existing customers, then do it. For example, help them get electronic invoices and give them regular updates and promotions. Let them understand that what you are creating is going to help make their business lives more manageable.
Your Customers Are Why Your Business Still Exists
Loyal customers are what allow your business to continue improving and innovating. If you are lucky enough to have loyal customers with a product or service now, you know it’s helping to solve a critical problem for them already.
At the very least, we hope this article has provided some inspiration to help you increase customer loyalty with new and existing customers.
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