Today, there is no longer a solid customer experience possible without an omnichannel strategy. In BtoC, omnicanality is gaining ground. But the omnichannel customer journey experience is not limited to the BtoC sector alone. The omnichannel strategy is no longer limited to the in-store experience. Now, omnichannel is everywhere, it affects the entire economy and all activities, including BtoB. So what does omnichannel look like in BtoB? JeudiMerci invites you to discover it through 4 examples of use cases in different sectors of activity. So that you can be inspired by it and create your own omnichannel BtoB journey!
1Er use case: industrial sampling
Businesses that sell technical products are aware of this. It is important for retailers and users alike to test these products before approving them. As a result, sending samples occupies a prominent place in the customer journey. It is an essential step in the sales process. Problem: product sample shipments remain difficult to track. And it is not always easy to find all the shipments made by consulting the customer's contact sheet. Without reliable data, how can you ensure a good follow-up of the deal afterwards?
It is at this precise moment that BtoB omnichannel can come into play thanks to the centralization of information. If you manage to track all of your physical shipments, then your customer follow-up can only be improved. It is the beginning of a qualitative experience and relationship!
In the perspective of industrial sampling, you can count on several acquisition channels. These include the website, blog posts, emails, text messages, phone calls, physical appointments... and physical mailings, therefore. In addition, if you properly connect your solutions and tools together, these interactions can be found in your CRM. A strategy that remains valid for other commercial practices and applicable to a large number of business sectors.
2th use case: loyalty in banking and insurance
Since we are talking about services that include premises or a physical agency, let's turn to another key sector for omnichannel in BtoB: banking. In this sector, and in the insurance sector, we tend to think that the customer experience is necessarily linked to direct interactions with advisors. However, that is not true. And if there is any proof, it is the massive arrival of online players on the market that is changing codes and habits. It is a fact: banks and insurance companies are already using other channels of communication with their customers. These channels include mail, text messages and phone calls.
But is the superposition of these channels enough to check the omnichannel box in BtoB? Yes, as long as all interactions are recorded in a system. On the other hand, it is clear that this approach is not enough to retain customers.
Hence the next question: How do you integrate a loyalty program into the customer journey without losing information during the process? Answer: thanks to automation.
So when a customer recommends your services, don't just call them. Also, don't waste time manually ordering a gift that you send to them yourself. There are simpler and more effective options: trigger the sending of a predesigned thank you box directly from your CRM tool. Information of the utmost importance to transmit to your customer? Dare to break out of the classic mail model, which is a bit too formal. Does your customer really want to read this kind of letter? The postcard, on the other hand, is a more personalized and more personal choice that will have a small effect!
3th use case: co-option in recruitment
Co-optation in recruitment is a great illustration of relational marketing action. Concretely, it is a question of shining through the commitment of ambassadors, with several possible levels:
- The client ambassador who wants to recruit with your company
- The talent ambassador for the customer who recommends your company
- The network of top managers who maintain the relationship to co-opt other talents.
Everything is connected: it's omnichannel. This involves automated campaigns with the sending of ultra-personalized gifts. But also through more punctual campaigns to make sure you stay Top of Mind. And with JeudiMerci, you benefit from 4 major advantages: saving time, saving stock, gaining ideas and gaining image.
Do you want to know more? Read the testimony ofAvizio, who set up a relationship marketing program with JeudiMerci. Click here!
4th use case: the customer experience in real estate
Each stage of the customer journey in real estate is conducive to the construction of a personalized and privileged relationship:
- The client defines his real estate project
- He is looking for a property adapted to his project
- He finds a property and makes an offer
- He signs a promise to sell. — action: offer him a mug with a card.
- It signs the authentic act. — action: offer him a bottle of champagne.
- He started working.
- He is renting the property. — action: send him a thank you gift.
The problem is that the customer journey is very long. What can you do to reduce the frustrations of waiting for the next steps? Celebrate the victories of key milestones with your customers!
Did he sign his promise to sell? Give him a first gift accompanied by a card that explains the next steps in the process.
Is he signing his authentic act? Champagne! It's a big step, help your customers celebrate this moment.
Is his property finally being rented out? Praise him and celebrate the end of this successful project together.
It's about creating a unique customer experience and celebrating each key stage of the customer journey.
The must of the must? You don't even have to spend your time between the office and the post office to get your gifts sent. Connect your CRM to JeudiThank you: once the sending triggers have been set up, our application is responsible for sending gifts throughout the customer journey! It's all automated, you don't have to do anything.
We give you more information on this use case in our article on the customer journey of Beanstock. Click here!
Omnicanality applies to all sectors of activity. Now that businesses can track the physical channel, it has never been easier to recreate successful and memorable customer journeys. JeudiMerci guarantees you a Wow effect for your recipients!
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