As a seller in the e-commerce market in B2B, you want to give your customers a great customer experience and build trust, even if you are not in direct contact. This can be difficult, because the modern B2B buyer wants to be more and more autonomous during the decision-making process. A personalization strategy is essential for a well-maintained relationship with the customer. In this article I share how you can use this strategy and what the benefits are.
For a long time, B2B companies lagged behind the consumer market in digital personalization. A business lunch or golf appointment was the standard. Nowadays, digital contact is the norm. Now email hong kong that digital natives hold management positions, it is time for innovation. Picking up the phone is a thing of the past; we say “hello” via the website much more often. But how do you ensure personal contact in this digital age?
Why should you personalize?
You know better than anyone that the process to a B2B purchase works differently than with consumers. The personalization in this market is therefore also slightly different. Just as you suggest ordering a vase to complement your flowers in a B2C webshop and convince the buyer with this impulse (even if he already had one at home), this works less quickly with B2B.
B2B purchases rarely depend on a single or influenceable buyer. Often there are multiple parties that need to be convinced. What B2B personalization can and should do in this is to offer solutions to problems.
For example, if the delivery of an order is disrupted due to supply bottlenecks, this is very annoying for the customer. You, as a seller, want to intervene with a scenario that solves or reduces the problem. But how can you give the customer a better and more reassured feeling, without having direct contact about it?