Commercial customers expect a lot from their enterprise sales relationships. They want personalized attention, on-demand access to support, and the highest level of accountability. Investing in the right technology can help you meet expectations and cultivate long-lasting business-to-business relationships.
- Help Customers Stay Organized
When you’re working cooperatively with customers to prepare orders or plan projects, you both have to be on the same page about what needs to happen and what’s happened so far. Secure file sharing with clients facilitates the seamless exchange of information and allows partners to collaborate on the shared files. It can avert duplication of efforts and offer clarity about which team member is responsible for specific tasks.
A file share solution that provides real-time access to updated project materials or account information makes it easy for your commercial clients to plan activities and set timelines smartly. File-sharing tools also enable them to reconcile financial data accurately.
Creating a single point of access with single sign on solutions can be a game changer for both you and your customers. Streamline the access process to important files and documents with a secure, intuitive and fast authentication process. Improve customer experience and your operations efficiency! Personnel can avoid having to look through multiple sources on drives or workstations to find something. Neither of you will have to pour through email chains to find something. Resultantly, that could spare you from unknowingly retrieving outdated materials and referencing the wrong information in your communications. In effect, both parties in business-to-business relationships will know exactly where to find up-to-date documents, spreadsheets, or data files.
- Send Customers Marketing Materials That Matter
Marketing materials geared toward your existing customer base could be extremely useful in reinforcing the relationships that you’ve worked so hard to build. However, if communications aren’t really relevant to the individuals that you send them to, they could easily be seen as a nuisance. Peppering inboxes with messages that don’t have any practical utility for customers might make them look at you with less esteem. To some extent, it recasts you in the role of an outsider after you’ve already managed to win their confidence. You certainly don’t want customers to treat your email just like any other spam.
All of the materials that you direct to existing customers should underscore your familiarity with their activities and remind them that you’re a resource. Use analytics to generate profiles for various profiles for customers and then direct personalized marketing materials to them accordingly. You can also include account history overviews and insights.
News stories and reference articles on topics that are significant to certain types of businesses are likely to capture interest. Regularly sending clients informative and helpful materials conveys that your business is plugged into the emerging trends and best practices in their field.
Marketing analytics can also be advantageous in planning promotions. Reviewing customers’ past receptiveness to sale offers or other types of promotional offers is going to give you useful guidance. A structured analysis can reveal which offers will be eye-catching and avoid sending out offers that probably won’t elicit any meaningful responses. You can also use these metrics to alert customers to non-promotional price drops on frequently purchased items or services.
- Use Analytics To Steer Your Customers Around Potential Fulfillment Problems
Theoretically, your customers know what they need from you and when they need it. In reality, it’s easy for small and medium-sized businesses to lose track of time-sensitive matters. Being able to anticipate your customers’ needs and having solutions at the ready will make them see you as more of a partner rather than a B2B provider who only cares about getting invoices paid on time.
Use analytics to review customers’ order histories and project when they might need to start thinking about placing an order for products or services. In addition to your customers’ unique spending patterns and operational requirements, you’ll also have to consider any foreseeable conditions that could impact fulfillment. For example, if a service schedule fills up quickly during certain times of the year, you should touch base with your most important clients well before you start getting fully booked up. Likewise, if there is a seasonal spike in demand that leads to shortages or supply chain issues are hitting particular sectors especially hard, your customers are really going to appreciate a heads-up.
Harnessing predictive metrics makes you better able to serve your customers responsibly and reliably. This quality of consideration shows business owners that you understand their operations and recognize the importance of your business’ role in supporting them.
Ultimately, implementing advanced data analysis and information management tools enhances customer satisfaction B2B relationship management. Making the most of your technological resources to support your customers is going to help both of you operate more efficiently.