Beating the Customer Experience Gap [Re-think your Tech Stack]

B2B companies are waking up to the importance of the customer experience.

In fact, customer experience is at the top of the corporate agenda in nearly every industry.

And yet, most businesses are failing miserably when it comes to meeting their customers’ expectations!

The question is - Why?

As with many organizations today, business and product units within the company each have different content strategies, priorities, and governance practices. Which, in turn, inevitably leads to a fragmented digital experience for customers – not to mention missed business opportunities.

This disconnect between business functions, processes and divisions, whilst trying to achieve comparable goals without trusting each other - let alone collaborating - stems from our never-ending urge to be in control, and our over protection of the silos we create. This ‘disconnect’ is the primary reason for the customer experience gap.

‘The Customer Experience Gap!’ What on earth?

In short, it’s the space between how valuable business thinks its’ customer experiences are, and the value of said customer experience in the eye of the beholder (the customer).

This is nothing new.

Hundreds of pieces of research over the last decade proves that the customer experience gap has always been and remains HUGE. The percentage of business respondents claiming they offer “a good customer experience” is dramatically higher than the tally of customers saying they experience these ‘encounters’ as good.

“80% of companies believe they provide a superior experience with only 8% of customers agreeing.”

We live in a world of gaps, gaps that need bridges, bridges that we have to build – in our organizations, with our customers and across the entire ecosystem of business.

Why? Because no one ‘owns’ the customer experience except the customer. The customer experience is the task of EVERYONE – and RELATIONSHIPS in the end make the difference.

Technology simply enables us to do this better.

Perhaps it is simply time for business to review its current tech stack.

Past years have left tech buyers in the B2B buying ecosystem disappointed by broken promises from vendors, and revenue teams were left wanting when it comes to addressing their customers’ pain points with more seamlessly integrated and tailored solutions.

But things are finally starting to change. The State Of Marketing Technology Report has just included CONTENT EXPERIENCE SOLUTIONS as a brand new category in the technology ecosystem – and it is fast becoming a core element in the customer experience transformation process.

Marketing automation platforms and CRM just don't have the data management and customization capabilities for today’s B2B buyer journey. Whereas a content experience solution (or customer experience platform) provide an agile means for organizations to centralize and organize content, personalize experiences and distribute them at scale, and generate results by proving content ROI.

It also brings content driven strategies like Inbound, Demand Generation, Account-based Marketing (ABM) and Sales Enablement – all of which need to be driven by content – to life.

CX Platform Benefits

Content experience solutions are not only successfully filling the gap in the B2B tech stack, but it is also contributing greatly to closing the customer experience gap.

Need more proof? 

Snowflake recently adopted a content experience solution as the foundation for their ABM campaign. The result was that they were able to engage 100% of over 1500 target accounts to date by scaling tailored experiences to each prospect.

The value gained is undeniable, and Snowflake’s revenue team is undoubtedly reaping the rewards from the experiences they offer customers and target accounts through their customer experience platform, where their business divisions are aligned today with a clear focus on the customer like never before.

Customer-centricity is key to driving success in business. If your revenue team is feeling the pain of not understanding or embracing the technologies needed to optimize today’s hyper-connected B2B buying journey, then it’s time to align your tech stack and empower your entire organization to focus on driving customer experiences at scale.

Your organizations’ content must be centered around a central customer experience platform from which you can create, tailor and distribute experiences, placing you on the edge of technology – and closing your customer experience gap.

Need help closing your customer experience gap? Contact us

About eMSDigital Group

At eMSDigital we believe in doing what we love and loving what we do. This is why we empower our clients daily with the tools, strategies, and guidance needed, to prepare their business for the future. Our passion to help amazing brands prosper - together with our award-winning solutions - has earned us a reputation as a leader in all things ‘digital experience’. If you want to be the envy of your competition, need help moving your B2B business online, or have any questions about creating the perfect digital experience for your customers, we’re just a click away :)

About the Author

Kobus van den Berg is the visionary founder of eMSDigital Group, a global B2B 'Enablement' powerhouse driving revenue growth, elevating CX, and revolutionizing buyer-seller engagement since 2010. Inspired by his wife and son, Kobus is a firm believer in the power of doing ‘good’ business to the benefit of all parties involved, as he strives daily to pursue the elusive balance between work and life. Kobus is a dedicated Espresso enthusiast and master mead-maker, with dreams of retiring on a family wine farm to keep himself busy with the finer things in life.

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