Customer experience is a major focus of the B2C world, but it’s also vitally important for B2B companies. As B2B customers become more digitally savvy, companies need to focus on digital transformation to ensure high-quality customer experiences.
According to Dushyant Mohanty, Global Transformation Head – Industry Unit, Industrial Manufacturing, Energy, Banking & Financial Services, at Tata Consultancy Services, that means moving from being product-centric to being customer-centric. Mohanty helps companies around the world transform to meet the needs of modern customers. He is an expert in B2B manufacturing, energy and financial services.
When creating a transformational customer experience journey, B2B companies should put themselves in the shoes of their customers to see if they are getting an immersive solution that meets their needs, or if the company’s offerings are outdated. An immersive omnichannel experience includes all types of outreach and technology. In order to make it happen, Mohanty says companies often have to include people who aren’t typically part of the buying experience. Involving these people earlier in the process can help companies get a more accurate view of their customers and help create a cohesive experience with everyone on the same page.
In a digital transformation, the customer experience needs to be customized and in real time. That means adjusting as needed and using the correct customer persona. Just like how modern customers expect customization in their B2C experiences, they also want it in their B2B interactions.
Blake Morgan is a keynote speaker, futurist and author of “More Is More.” Sign up for her weekly customer experience newsletter here.