B2B Pitfalls, Understanding the Customer Experience


Business-to-Business (B2B) strategies have often discounted the role of the customer at the shop level, and at the end of the day, the success of B2B interaction falls down to the emotional benefits a product can provide to the customer. Furthermore, B2B can often forget that other businesses are also customers, and earning a good review about the overall sales experience is a very dominant factor to success.

Learning from B2C

Rather than focusing on the features of the product, B2B should go back to basics and utilize Business-to-customer (B2C) principles of the customer experience. There are of course many different ways to improve the customer experience and this is of course dependant on particular circumstances. For instance, customers will become more price-sensitive during times of financial instability and economic downturn. However, customers who are financially stable would not really be concerned with low prices, but rather the positive experience they derive from the salesperson or the product itself. In this instance, fulfilling customer service is in B2B interactions paramount.

Linking eCommerce and Customer Needs

By considering the experience of the salesperson at the shop level, ecommerce B2B strategies can be improved by emphasizing the comfort, stress reduction, speed and reliability of products. This, for one, requires businesses to be able to relate to the stresses experienced in restaurants, and whether shop owners would be able to adapt to new technologies. Currently, there a lot of innovations in the financial sector, and customer comfort can be achieved through the power of Mobile Points-of-Sales (mPOS). There are obvious transactional benefits of this mobile technology, but shop owners can also track customer waiting time and what dishes they like or dislike. This not only enhances the shopping or dining experience of customers, but it increases efficiency for both the customer and business.

mPOS and Trust Building

mPOS is made possible due to the complex interaction between smartphones with installed mobile wallets linked to banking cards and application on tablet cash registers. As a result, mPOS can also track trends and allow businesses to integrate loyalty and incentive programs. mPOS can also provide other benefits relating security and inventory tracking. All these factors play into trust building between the vendor and salesperson needed when investing in software. While B2B firms cannot replicate M2C market strategies in its entirely, businesses still need to pay attention to other business problems, and be relatable.

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