Experience in B2B markets

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You need to know what they want. what questions they have. what format(s) they want answers in. and how to give them exactly what they need at the right time in the buying process. If you can’t do that for them. there’s always another competitor to turn to. Providing an excellent customer experience is no longer a case of “nice to have”. but a must-do unless you want to lose out on making sales. acquiring new customers. and retaining your current customers.

Full Keynote: The Future of Customer  by Steven Van Belleghem Real-world Bank User Number Data  Examples of Memorable B2B Customer Experiences If you’re wondering how you can start to build an outstanding B2B customer experience. here are just a couple of examples of what other companies did that made them stand out and attract more quality customers: HP Instant Ink Hewlett-Packard is known for quality printers and computers. But then. so are Dell and several others. These companies also sell printers that constantly require new ink cartridges. which are generally very expensive. often costing almost as much as buying a new printer for just one cartridge.

What HP did was genius. They looked at this from the customer’s point of view and realized that one of the most annoying things about owning a printer. apart from the high cost of cartridges. was running out of ink suddenly and unexpectedly. Another problem for customers was how to get rid of the empty cartridges afterward in an environmentally friendly way. HP went back to the drawing board and created the Instant Ink subscription. Now. when companies or individuals buy a printer. they sign up for Instant Ink and choose the right level of subscription for them. depending on how many pages they print on average and whether they’re generally color or black ink.