Why visual customer service is essential for B2B companies

03/31/2020 - Beatriz Rojo

Contact with customer service is one of the most important factors in the customer experience lifecycle. When B2B companies offer products and / or services for commercial purposes, they require a more complete purchasing process: the relationship is longer and they need continual assistance.

If you’re a B2B company, are you emphasizing the customer experience in your strategy? A customer experience strategy is missing in 57% of these types of businesses. You have to work with customers and guide them through the purchasing process until the end.

Similarly, in a B2C company, customers need to communicate with you immediately and effectively. If an online shopper abandons a small-value cart when they have doubts, think about how important it is to have good communication before establishing a permanent business relationship where the conversion ratio is much higher and the sale is normally wholesale products or complex services.

In general, B2B companies continue using telephone and e-mail as their main channels, two lines that don’t allow for immediate communication. We have to bank on digitization and omnichannel communication with users, so we’ll explain the potential of tools like Oct8ne.

Benefits of visual customer service if you are a B2B

1. Immediacy

Establishing a real-time customer service channel, like a livechat, isn’t only a way for users to express their concerns quickly and improve their level of satisfaction, it’s also a simple way to offer personalized help to each user: they have a person who listens to them and can help them when they need it.

For a B2B it’s extremely useful not only to offer a chat in real time, but also to have a coviewing system to streamline administrative procedures. It’s convenient for a customer to be able to enter the website and directly request what they need: delivery notes, invoice duplicates or even dealing with billing problems. The agent and the customer can look at and share documents simultaneously in the coviewer.

It’s a much more direct and efficient route where you can keep using the same channel and attend several customers quickly.

Additionally, a very interesting point that Oct8ne provides is that agents will be able to see which customers are browsing their website and which page they’re on in real time, which is something that gives us a great competitive advantage.

2. Personalization

Customers are looking to have a shopping experience that resembles that of a physical store. If you have information from customer service in real-time of previous experiences, like what products each visitor has seen, which ones they’ve added to the cart or what page they’re browsing on, it’s faster and easier to know the customer’s needs and take better advantage of the sales opportunity.

On the other hand, a great way to personalize the care we give users is by having their customer information handy and, in the same conversation, be able to see who their sales representative is, their pending payments or the date of their last order.

Additionally, this information can be used both as a segmentation pattern and to assign agents automatically. For a customer, it’s comforting to always speak with the same sales representative, who already knows their situation and needs, without having to repeat everything each time they try to make a purchase.

With Oct8ne’s segmentation system, you’ll not only be able to impact customers depending on their browsing patterns —how long they’ve been on the page, if they’re comparing products or if they have arrived at the checkout—, you can also assign each customer to a specific agent.

These values are important to be able to assist customers much more directly: the agent will know both the needs of the customer at that time, as well as what they wanted previously.  

Managing agents this way allows us to filter customers through email or other information fields. Using triggers, we can make an impact on the user and offer them the personalized attention they need that will put them in contact with an agent they already know.

You can also create departments with Oct8ne where the user chooses the type of customer service they need, before the conversation starts, based on their query. This option is useful for the first line of support and, once we’ve reviewed what the user needs, we can transfer the session to a specialist.

3. Advice

In B2C businesses, they’re trying to replace the salesperson with algorithms, other customers’ opinions and even artificial intelligence. But customers need advice from a person who can answer all their questions, not just some of them.

For B2B, this is even more essential. A common situation among distributors is that they have to provide good technical service, like effectively solving problems with spare parts or parts that are compatible.

If a professional sells a product that he has previously bought from a distributor and has to come up with a solution, he needs to do so quickly and efficiently, so starting a lengthy e-mail exchange isn’t a good option. Ask for references, pictures or precise information to figure out exactly what part the customer needs.

With visual customer support, this entire process is streamlined. Your customer can show you photos of the exact part they’re looking for, you can see it in detail by using zoom in the coviewer or marking the damaged area so the agent can look for the correct parts.

Furthermore, in being able to give such personalized attention, the first point of contact with the customer can be with the agent who always attends him and then, if he needs more specific advice, the conversation can be transferred to a specialist in that area.

Visual support facilitates understanding between both parties and greatly streamlines all processes, which improves the customer experience, lets you close more sales and keeps customers loyal.

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