DRAW A LITTLE ‘BLOOD’ FROM THIS ONE!

I’m going to start with a bit of a worthy, shameless, chest beating opener, if that’s OK.

I donate blood and have done for some time, on a regular basis. In fact, it was a previous boss of mine from my very first agency that encouraged me to donate for the first time – I thank you David Hodson . And I have tried to donate as much as I possibly can – sadly my ambition to donate 50 times by the time I hit 50 was not reached, but with 47 under my belt I wasn’t far away. I blame Covid – why not!

Anyway, the point being, more recently I have been blown away by the customer experience (CX) I have been exposed to via the NHS Blood and Transplant Give Blood property. Don’t get me wrong, it hasn’t always been good. ‘My early years’ of donating were lacking in any brand engagement, or positive CX, and when APPS came to town their one had to be the clunkiest of them all. However, over the last few years they have significantly invested in ensuring their communications and overall end to end CX hits the mark – it has been exceptional.

From receiving an email as a reminder to book an appointment, to accessing their app to book that appointment, to the receipt of confirmation of that appointment – digital and physical version provided – to the ever pleasant staff meet and greet at every donation centre I have certainly attended, to the caring process pre, during and post donation (the staff are all ridiculously friendly and happy which creates a wonderful relaxing environment) potentially could have all gone unnoticed, particularly when you have donated as many times as I have. However, it doesn’t just end there. Where they have it so correct is the follow up email / text / letter of thanks – initially for donating. But then a step further down the line, when your donation has been put to use, they communicate once again to ‘Thank you so much for donating on 30th Aug. Your donation has now been issued to Whittington Hospital. Every donation counts.’?

Every time I receive notification that my donation has been put to good use, I smile! The entire experience is phenomenally seamless. And, 12 weeks later I do it all again.

Now, in recent years CX has become a key driver of competitive advantage in the B2C sector. And yet, in my opinion, it is equally critical for the B2B sector to embrace, prioritise and invest further into this too.

Drawing from my ‘personal’ experience above, it doesn’t take a rocket scientist to quickly acknowledge the numerous channels I was engaged with throughout this process, (and that didn’t include the radio and TV ads that I was aware of too).

But which key three B2C customer experiences do I believe are a good starting point that could carry the same success if implemented deeper into the B2B world?

Embrace the power of omnichannel

Omnichannel experiences is, and has been, prevalent throughout the B2C sector for some time – to some degree consumers expect it, whether it’s through a website, mobile app, social media, or in store – and if a seamless and consistent experience allows customers to switch between channels without disruption, maintaining their interaction with the brand, then that’s a huge tick all round.

Traditionally, B2B companies have centred their efforts on things like product quality, competitive pricing, and running efficient operations. Business relationships were often driven by contracts, lengthy sales cycles, and a focus on technical details. But companies like Amazon, Apple, and Netflix have completely changed the game, setting new benchmarks for how brands interact with their customers by focusing heavily on satisfaction and convenience. As a result, those same ‘consumer’ experiences have raised the bar for what B2B buyers now expect as well.

These days, B2B buyers expect the same level of personalisation, seamless experiences, and quick responses that they get in their personal lives. A B2B buyer should be able to kick off their research online, chat with a bot, get a tailored email, and even message a sales rep on WhatsApp, without losing any brand context - just like with my blood donation experience.

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Get a dose of some of that good stuff - emotion

The B2C sector is notorious for ensuring the customer journey is about creating an emotional connection with the brand. Those B2B brands that engage through storytelling, brand values, or personalised engagement wholeheartedly become the success stories that cultivate that all important customer loyalty.

Even though B2B deals usually involve big budgets, complicated decisions, and multiple people in the mix, the key is still the same: building trust and really understanding what the customer needs. B2B companies need to move away from just focusing on transactions and start prioritising long-term relationships – it’s all about shifting from transactional to relational.

And as that relationship grows, B2B companies can benefit from building customer loyalty and advocacy, just like B2C brands. By consistently offering great service, helpful education, and – most importantly – solving problems before they arise, B2B brands show they’re truly invested in their customers’ long-term success. After all, what brand wouldn’t want to see their partner dedicated to the growth and sustainability of their business?

And let’s not forget. Just like B2C consumers, B2B buyers can easily share their experiences through the digital channels; online reviews, LinkedIn testimonials and other supporting social media. By delivering a great customer experience, B2B companies can turn emotionally engaged clients into brand advocates, who in turn help attract new business through word-of-mouth referrals.

I shamelessly reference one of our clients, Pivotl - bepivotl.com – who achieved precisely this when being selected to work on behalf of the Ministry of Justice.

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It's time to get personal (with data)

As previously referenced, the likes of Amazon, Apple and Netflix (to name but a few) have been changing the CX landscape, but one significant area they have all successfully achieved is personalisation. All these companies use sophisticated algorithms (built on rich data driven insights) to tailor product recommendations and content to individual users based on their past behaviours, preferences, and interactions. And it’s this level of personalisation that is driving higher engagement, increasing customer satisfaction, and boosting sales for many consumer brands.

B2B companies are starting to see how personalised experiences can help build stronger client relationships. This could mean offering custom pricing, solutions tailored to a business’s needs, or communication that really addresses their specific challenges. By tapping into data-driven insights, B2B companies can create experiences that speak to individual stakeholders, making it easier for them to find the right solutions and make better decisions. It can also help sales teams focus on the most promising leads, ultimately driving more conversions.

Aligned with the above,?our telecoms client, bOnline,?has been successfully applying similar principles of personalisation over the past few months by combining smart targeting through paid and organic social adverts, email, and direct marketing. By leveraging data-driven insights, bOnline has been able to tailor their messaging and offers to the specific needs of their small business customers, delivering highly relevant experiences that drive engagement, foster customer loyalty, and ultimately boost conversions.

Find out more here: https://thisisyolk.co.uk/work/switchin-heroes

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Extract from the best

It is evident that CX is no longer just a B2C concern. As highlighted above, big B2C companies have been leading the charge in the CX world for some time now, and it doesn’t take much to observe what these big hitters are doing, learning from them and simply applying it accordingly. It’s just imperative that a strategy sits behind what you do.

In my opinion, as the lines between B2C and B2B continue to merge, companies that recognise the importance of customer experience and invest in it will be best positioned to differentiate themselves in an increasingly competitive marketplace. It’s simply time for us to bring B2B brands on that journey and advise them along the way.

Yolk Creative London Ltd's insights piece entitled ‘How to make your brand mean business’ explores how B2B businesses are increasingly waking up to the power of brand to support business growth.

Find out who is making it work, why and by how much.

https://thisisyolk.co.uk/how-to-make-a-brand-mean-business

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