• Michael Noble, Founder & CEO at Apruve


• 15.11.2022 04:30 pm
#b2b

Ways Large Enterprises Can Create a Positive B2B Buyer Experience for their Customers

Deep customer loyalty is the prime target for B2B companies that want to grow as efficiently and profitably as possible, yet, according to a study from Gartner, 77% of B2B buyers describe their last buying experience as difficult or complex. The reality is that most large enterprises need to modernize their B2B purchasing process to maintain current relationships and attract new customers. In the last few years, increasing interest in the B2B buying experience has redefined the ideal experience as simple, fast, and online.

Create Happy and Loyal B2B Buyers with These 4 Tips 

For enterprise organizations not yet sold on the digital transformation of B2B buying experiences, it’s worth considering that, according to 88% of customers surveyed by Salesforce, the purchase experience a company provides is as important as its product or service. In other words, customer experience has become a differentiator in the B2B space. Use the following strategies to reboot your B2B customer experience:

Understand the B2B Buyer Journey. 

Purchasing in large enterprises comes under close cost-benefit scrutiny, especially in today’s economic environment. For large-enterprise B2B buyers, the road to a purchase decision is long, filled with multiple influencers, and rarely linear. A poor decision puts their professional reputation at risk, too. Evaluating the B2B buying experience from your customers’ perspective can help you identify areas of improvement within your own company's purchasing process that will smooth the road for these customers. 

Keep in mind too that purchasers for small and medium-sized businesses (SMBs) may have a different journey than those for large businesses. As a smaller team or a team of one, they are likely to have more autonomy with buying and to prioritize efficiency in the administrative aspects of purchasing. For some, the priority may be getting trade credit to ease their cash flow. Creating simplicity and convenience for B2B customers of all sizes can ease the challenges of their journey, and helps you as the seller capture a larger portion of their spending.

Optimize your Website’s Usability.

Seventy-two per cent of B2B buyers begin their journey online, as indicated by Salesforce research, so an easy-to-navigate website is essential. Look for ways to streamline potential customers’ experience at every step, from researching your products and services to placing and tracking orders to making payments. Reduce buyer frustration that can be caused by complicated product searches, lengthy and time-consuming ordering, and site downtime and errors.  And, make sure that the experience translates to mobile. Nearly half of all B2B buyers (42%) use mobile devices to research their B2B purchases, according to Salesforce.

Research from McKinsey & Company shows that an outstanding digital experience can double your chances of being chosen as a primary supplier.

Automate your Payment Systems.  

According to Apruve, more than 40% of B2B transactions are now processed through an online net payment terms program. Establishing an automated credit program is one of the most effective strategies for simplifying and speeding up B2B purchasing because it creates multiple advantages for both customers and suppliers, including the following:

• Convenience: B2B buyers can manage to purchase 24/7. They don’t need to wait for regular business hours or deal with time zone differences.

• Efficiency: An automated credit program can cut supplier fixed costs in half, according to Apruve. It also saves B2B buyers administrative time and effort. 

• Faster, more accurate transactions: B2B customers and suppliers can both appreciate the benefits of eliminating manual document exchange.

Some automated payment platforms also create a localized purchasing experience that enables B2B buyers to do business in their language and currency. Learn more about automated payment systems for B2B enterprises.

Get Customer Feedback.

To measure how well your efforts to improve the B2B buying experience are driving the desired results, ask your customers for feedback. The ask indicates that you care about their experience and generates data you can use to plan your next steps. Asking for feedback through multiple channels makes it easy for B2B customers to respond conveniently, and can produce a higher volume of data. Some of the channels to consider are social media reviews, a feedback form on your website, a follow-up email after a purchase, and customer surveys.

Creating a Positive B2B Customer Buying Experience has Never Been Easier 

People have become accustomed to digital purchasing with ease, and B2B buyers are no exception. With the increasing adoption of digital purchasing, automation is the best option for large enterprises that want to meet B2B customer expectations for a superior online buying experience.