10 Dec Transforming the customer experience
10 December 2018
B2C companies have traditionally outperformed B2B firms when it comes to customer experience. Their sales are usually simple, low cost and dispensable, such as selling groceries or furniture. In often large and complex B2B transactions, the customer experience is much more complex. Transactions require long and intense negotiations with various stakeholders; decisions are based on reputation in the market, credentials and expertise; and long-standing relationships are key.
Adopting a customer-centric approach is just as important in B2B as it is with retail buyers but tracking the whole B2B customer experience is more challenging. However, law firms are beginning to consider frameworks like ‘Think, Feel, Do’ to understand and develop customer experience strategies to differentiate themselves and deliver greater client value.
Drivers of change
One of the first steps in understanding the B2B customer experience is to aggregate data and insights; this is being driven (and enabled) by the following factors:
- Technology has allowed firms to track the B2B customer experience. Website tracking, CRM software, social media, mobile platforms and digital marketing generate data that law firms are using to understand how individual people within client firms ‘think’.
- The focus on deepening client relationships to grow the share of wallet continues to generate roles surrounding client insights, data and customer experience.
- Client expectations continue to swell as consumer brands break new ground (e.g. Google Home and Amazon Prime Air), pushing B2B companies to develop a more progressive and informed understanding of client needs.
Corrs Chambers Westgarth has one of the largest digital marketing teams in the legal industry, with specialists in digital strategy, engaging content creation and data analytics. The firm understands the importance of combining technology, data and insights to deepen client relationships and drive value across the business.
In addition, Allens, Clayton Utz, Deloitte, Gilbert + Tobin, Herbert Smith Freehills, King & Wood Mallesons and MinterEllison have all invested in client insights, customer experience and/or data professionals.
Curious to know more about this thought-provoking area of marketing or think a client insights role is the right fit for you? Contact Dalton Handley for a confidential discussion and expert advice.