Why a multi-touchpoint approach is essential for your B2B CX strategy

  • Posted on September 5, 2019
  • Estimated reading time 3 minutes

This article was originally written by Avanade alum Jenifer Nakata.

In the CX world, measuring customer satisfaction is a key tactic within an organization’s CX strategy. Having the ability to measure a customer’s sentiment and temperature towards your company is an invaluable asset. As B2B companies evolve in the CX space, organizations need to include a multiple touchpoint approach within their CX strategy. 

This strategy is generally already integrated within many B2C CX organizations. Over the years, B2C companies have worked to integrate survey touchpoints throughout their customer’s journey. For instance, as consumers we are inundated with multiple types of surveys or feedback methods. Surveys are located on the bottom of grocery store sales receipt, surveys are sent in text messages, and incorporated in emails. Generally, companies have many automatic processes for gathering feedback. 

For instance, when a consumer calls into a call center, the automatic process starts, and the consumer will receive call backs or other automated feedback inquiries. This is likely one of the simplest examples of an automated feedback request that is integrated into B2C companies. Companies with a mature CX program have tested and validated exactly where in the journey surveys are most and least effective. These multiple touchpoints allow companies a bird’s eye view into the customer experience they are providing. The journey the customer goes on can easily be changed and adapted from these feedback touchpoints. 

However, gaining feedback in the B2B world is not as simple as in the B2C world. These automatic processes are much harder to insert due to the complexity of the sales environment. With B2B companies, it is essential to remember that a single source of feedback like a relationship survey is not going to tell the whole story within a client’s journey. 

Business relationships have more depth and complexity as compared to consumer relationships. Even with a strong relationship survey, feelings and experiences will either be missed or completely forgotten. Client views change and evolve throughout the sales cycle and capturing these views are essential. However, adding automation within B2B companies is not always ideal these challenges exist:

  • The purchasing process is longer and iterative
  • Multiple stakeholders are involved in the purchasing process
  • Goods/services are generally more involved (i.e. bigger, more expensive)
  • Contracts are lengthy and have longer terms
  • Human interactions are deep and dynamic

The question now seems to be, where can organizations add touchpoints to gauge the temperature of their clients? Determining where to add in additional touchpoints will vary from company to company. Some feedback opportunities are:

  • Add in a short survey to gauge your audience’s engagement on the company’s website
  • Include a touchpoint after the initial sales pitch at acceptance or decline - declines can help show areas for improvement to gain insights on why competitors are winning bids
  • After completed work or product delivery will allow customers to voice their thoughts on what was expected compared to what was delivered
  • If services are ongoing and there is no midpoint or completion point, adding in a survey after the renewal stage will provide customers an opportunity to share their experience on the service
  • Post client exit interview will shine the light on why clients churned and provide details on how to improve

As B2B CX programs evolve, ensuring that your organization has a continuous source of client feedback will be essential to a successful CX strategy. Incorporating some of the mentioned low effort touchpoints will allow for continuous client satisfaction and a successful CX driven organization.

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