Improving the B2B customer journey

Providing the customer with an optimized buying experience has become one of the most important aspects of doing business. Much of this focus, however, appeared to be in B2C markets, while there is another market where an optimized customer journey is just as important. We’re talking about the business-to-business market, where the customer experience performance is frequently rated as insufficient.

Why B2B companies should work on their customer journey

We’re living in an experience economy. Customers not only have high expectations of products, but they also expect to be treated well along the entire customer journey. That means that they expect all of their questions to be answered before buying, but also that they are able to return the product when they’re not satisfied. Because of all this, brands are working to outperform each other to facilitate an optimized customer journey. Providing an optimized customer journey will have positive effects on your revenue since customers are encouraged to spend more. However, poor customer journeys are likely to encourage brand switching, and even more undesirable, customers may spread negative word-of-mouth. This will in turn also result in a worse brand image, which subsequently affects your revenue. In conclusion, an optimized customer journey is just as important for B2B-customers as for B2C-customers.

3 ways to improve the customer journey

1. Create an ideal customer persona

When you want to optimize your customer journey, you obviously need to know who your customers are. One way to identify your customers, is to create an ideal customer persona. Think about your ideal customer’s demographics like age, gender, location, professional function etc. You should also take note of behavioral aspects: How does he spend his money? How does he spend his free time? All of the above, and many more questions could be relevant to create an ideal persona

2. Publish good content

Part of the customer journey is marketing. For this, you need unique and qualitative content. However, marketers want to move possible customers along the customer journey as soon as possible. That is why, along with unique and qualitative, your content should sometimes be active as well. Active content requires something from a prospect, before being accessible to this prospect. That often means that the prospect is required to leave their email, which can be valuable for your business.

3. Provide your customers with informative product descriptions

Before customers buy something, they probably want to be well-informed about what they’re buying. Therefore, you should provide them with high-quality product descriptions. These descriptions need to be unique as well: Google does not appreciate duplicate information which will result in a decreased search ranking. For many organizations, both B2B and B2C, this forms a problem. The process of manually writing qualitative and unique product descriptions is a difficult one, and it gets even more difficult for wholesalers that sell thousands of products. Along with that, it’s extremely time-consuming which also means that it is a huge financial investment. But luckily, there are some software solutions that can assist you in this process.

Product description generator

One of these software solutions is called This smart tool uses algorithms to generate unique and qualitative product descriptions for your business. By this, you cannot only save lots of time and money, but you are also contributing to an optimized customer experience. To optimize the customer experience even further: allows you to generate these unique product descriptions in multiple languages as well. This provides customers with the option of changing to their preferred language, which will increase the quality of the customer journey even further.

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