Traditional methods of customer service are changing, and with the emergence of mobile applications, B2B companies need to know how to properly align these apps with their customer service initiatives. “Simply copying the old desktop and landline experiences and pasting them onto a smartphone is not going to cut it,” noted Jason Goldberg, vice president of strategy and customer experience at CrossView. He added that “consumers expect faster and more streamlined customer service wherever and whenever they need it.” With this in mind, here are three points as to why B2B companies need to ensure their mobile apps are tailored to meet customer service demands:
The product is only as good as the customer experience
B2B companies need to be prepared for time-sensitive problems from clients at all times. Offering a great product, but with lousy customer service, will only alienate the customer in the long run, leading to a strained relationship, or worse.
Searching for the correct phone number to call, the hours of operation, who to speak to, and other issues, all normally fall into the hands of the customer. To reduce the burden of the customer, B2B companies using mobile apps as customer service tools will:
- Create instant connectivity for customers in need,
- Provide multiple ways for your customers to easily communicate with the company, and
- Encourage immediate problem solving with customers
Creating a dedicated mobile app which includes all this information takes the burden off of the customer, and instead promotes a healthier relationship, transforming a nagging product issue into a positive customer experience.
Exclusive content distribution
Customer service goes beyond instant connectivity, and into customer loyalty. Treating clients like they’re the only customer can be difficult, especially considering B2B companies usually have a large array of clients, big and small, local and international.
A way around this is to use mobile apps as a tool for exclusive content distribution. Granting exclusive information and promotions to clients will create a personal feel between those involved, even in large B2B settings. Not only are businesses buying the app, they’re buying a whole new experience.
Simplifying customer service
Mobile applications are prime real estate on smartphones, and as a result, need to live up to high expectations. A well done B2B app can be the catalyst to more business by way of word-of-mouth advertising, and also create long-term loyalty with customers who find value in the app.
