Customer experience
What makes customers satisfied? What do companies need to do to increase satisfaction? And with it, loyalty and the willingness to recommend? Customer experience management is about managing customers’ positive brand experiences across multiple touchpoints.
CUSTOMER EXPERIENCE.
Positive experiences and good feelings on all levels.
Why is customer experience so important?
In the context of B2B brand communication, managing customer experience takes on a prominent role for us as an agency specialized in B2B communication. It is crucial not only to optimally manage individual customer touchpoints, but also to positively influence as many B2B customer touchpoints as possible. This holistic approach begins with product and service development and extends from initial contact to purchase, use, and, if necessary, regular maintenance.
What counts: long-term business relationships!
In the B2B environment, buying decisions are often more complex, as they are often made by multiple people or decision-making bodies. As a brand consultancy, we find it particular important that the entire customer experience at industrial and technology companies is designed to be positive and convincing in order to persuade B2B customers to enter into a long-term business relationship.
A strong customer experience contributes sustainably to building long-term business relationships, gaining trust from customers, and differentiating from competitors. When customers have a positive experience with a company, brand, or its products and services, they are more likely to do business repeatedly and become loyal customers. Satisfied B2B customers are more likely to share their positive experiences with other potential customers, leading to successful referral marketing.
Carefully managing customer experience
Conscious management of the customer experience is highly relevant for us as a branding agency in B2B brand consulting and international brand communication. This has a high significance for international industrial and technology companies, especially in the areas of marketing, sales, and support. However, the customer experience also plays an important role in innovations and improving the user experience in order to create a positive brand experience. In the B2B context, products and services can often be similar. Genuine value propositions, customer friendliness, and the aforementioned user-friendliness create the necessary differentiation so that price alone is not the decision criterion.
Customer life cycle in B2B brand communication
The customer life cycle in B2B brand communication is always a central moment for us as a branding agency in our analysis and consulting. At each stage of this cycle, customers, whether B2B or B2C, have different information and communication needs. Therefore, it is essential to understand the customer’s needs throughout the decision-making process and provide them with a positive experience on all channels and at every touchpoint.
„You’ve got to start with the customer experience and work backwards to the technology.“
This is a quote from Steve Jobs from 1997. The customer and his needs are the focus. All areas in the company are sworn to this customer perspective. His needs and wishes are recognised as the benchmark for strategic brand decisions in the company.
A holistic approach to a better customer experience
Our holistic approach to brand consulting enables an overarching view and aligns brand, product development, production, marketing and sales by creating optimised processes. A solid brand positioning, a clear brand personality and a convincing brand story form the long-term foundation on which the necessary measures are built to support the successful management of the customer experience and positive brand experiences in B2B brand communication.
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