Customer experience (CX) is shaping the future of business-to-business commerce. Let's take a look at five key facets that illustrate its crucial importance.
1. CX as a driver of loyalty and trust
The link between customer experience, retention and trust is undeniable. An analysis by Bain & Company reveals that a 5% increase in retention can boost profits by 25% to 95%.
- Satisfied customers stay longer and trust more
- Loyalty reduces acquisition costs
- Face-to-face interactions, even virtual ones, build trust and strengthen relationships
Practical tip: Set up regular meetings, in person or by video, to maintain a strong bond and reassure your long-standing customers.
2. The influence of CX on word-of-mouth and reassurance
In the B2B sector, recommendations play a vital role. A Nielsen study shows that 92% of consumers trust peer recommendations more than any other form of advertising.
- Satisfied customers become ambassadors and reassure prospects
- Positive word-of-mouth reduces marketing costs and boosts credibility
- Authentic testimonials, especially on video, provide powerful reassurance
Tip: Encourage your satisfied customers to share their experience on professional platforms, ideally via video testimonials for a more personal impact.
3. CX as a competitive differentiator and confidence builder
In a saturated market, the customer experience can make all the difference. According to Gartner, more than two-thirds of companies compete primarily on the basis of customer experience.
- Superior CX, based on personal interaction, justifies higher prices
- It creates barriers to entry for the competition by establishing deep-seated trust.
- A good CX, focused on the human touch, attracts talent, improving service
Idea to explore: Set up face-to-face or video demonstration sessions to build trust right from the start of the customer journey.
4. The impact of CX on product innovation and customer reassurance
Customer experience is a valuable source of insights for innovation. A study by PwC shows that companies focused on customer experience are 60% more profitable than their counterparts.
- Direct customer feedback guides product development and reassures customers of the relevance of our solutions.
- Co-creation with customers, through face-to-face exchanges, leads to more relevant solutions
- A good CX, based on transparency and dialogue, facilitates the adoption of new offers
Suggestion: Organize face-to-face brainstorming sessions with your key customers to co-create your future offers, building their trust and commitment.
5. CX as a catalyst for digital transformation and customer proximity
Improving the customer experience often drives digital transformation. Forrester reports that CX leaders are 2.5 times more likely to successfully transform their business.
- Customer expectations are driving the adoption of new direct communication technologies
- CX encourages data and systems integration for a 360° view of the customer
- It fosters a culture of agility and continuous innovation, focused on customer contact.
Concrete action: Evaluate your customer touch points and identify where technology could improve the experience while preserving the human and reassuring aspect of interactions.
In conclusion: CX, a strategic investment in customer relations
Customer experience is not just a department, it's a philosophy that permeates the entire organization. By prioritizing these five aspects, B2B companies can not only improve their short-term performance, but also build a solid foundation of trust and lasting relationships with their customers.
Investment in the customer experience, whether in training, technology enabling face-to-face interactions even at a distance, or process redesign, must be seen as a strategic lever of trust and reassurance. In a world where products and services are becoming increasingly similar, it's the quality of the relationship and the trust established that will make the difference.
Remember: every interaction, especially face-to-face or via video, is an opportunity to build trust and strengthen the relationship with your customers. Seize it to create a lasting, reassuring bond.
