Wunderman Thompson-提供鼓舞人心的B2B体验（英）-2023-10页-WN9.pdf

Delivering an inspirational B2B experience Inspired,B2BConfronting your three biggest challenges to change head-on群内每日免费分享5份+最新资料 群内每日免费分享5份+最新资料 300T网盘资源+4040万份行业报告为您的创业、职场、商业、投资、亲子、网赚、艺术、健身、心理、个人成长 全面赋能！添加微信，备注“入群”立刻免费领取 立刻免费领取 200套知识地图+最新研报收钱文案、增长黑客、产品运营、品牌企划、营销战略、办公软件、会计财务、广告设计、摄影修图、视频剪辑、直播带货、电商运营、投资理财、汽车房产、餐饮烹饪、职场经验、演讲口才、风水命理、心理思维、恋爱情趣、美妆护肤、健身瘦身、格斗搏击、漫画手绘、声乐训练、自媒体打造、效率软件工具、游戏影音扫码先加好友，以备不时之需扫码先加好友，以备不时之需行业报告/思维导图/电子书/资讯情报行业报告/思维导图/电子书/资讯情报致终身学习者社群致终身学习者社群关注公众号获取更多资料关注公众号获取更多资料Start with brilliant basicsThe insights gained from Wunderman Thompsons Inspire database prove inspiration drives growth for B2B brands as much as B2C.Inspiring B2B brands outperform the market in demand generation,price elasticity,and conversion.Inspired B2B brands grow by making emotional connections through better experiences.Todays buying groups expect intuitive service,accelerated digital journeys,and for every interaction to coalesce effortlessly around their needs.Yet many B2B experiences struggle to deliver on the basics,let alone inspire buyers to invest in deeper and more valuable relationships.Future growth will be unlocked by those who meet these new demands,while customer retention will decline for those who wont.Review,regroup,rethinkIn this article,we look at why B2B companies wanting to inspire and grow need to rethink their customer experience and reassess what buyers are looking for.Additionally,we provide inspiration for how organisations can overcome three of the biggest challenges when looking to close the gap between expectation and experience.57%of B2B purchases will be online in 5 years time.51%of global B2B buyers say that B2B sellers dont understand the friction points in the online buying experience.The number one source of inspiration for both general product buyers and raw materials buyers is the suppliers website and mobile site.Source:Wunderman Thompson,B2B Shopper Report,2023The three challenges of transforming digital experiencesWhats hampering B2B brands trying to deliver inspiring customer-centric experiences?Its generally not a lack of vision ambitious brands have bucketloads.Its usually something more prosaic;establishing the foundations to bring that vision to life.These can only be built with the right combination of people,process,data,and technology.Empowered employees,seamless processes,centralised customer data,and integrated systems accelerate transformational change.However,entrenched organisational siloes and disparate technologies can halt progress.Overcoming these barriers is a tough ask,but not insurmountable.Next,well take a closer look at the three challenges to creating Inspired B2B customer experiences,and the opportunities they present.Challenge 1The pace of change can be slow and painfulFragmented digital estates,legacy technology stacks,disparate teams,and cultural challenges result in 70%of digital transformation projects failing(BCG).If the programme isnt aligned with the organisational climate or doesnt release value back to the business quickly enough,its unlikely to succeed.Opportunity Close the cultural and technological enablement gap from day oneCreating a culture thats open to rapid,incremental changes is essential for a major transformation.It is vital to establish a supportive environment from the get-go and build on it throughout the programmes lifecycle.Focussing on quick wins can rapidly release value back to the business,and these achievements can be socialised across your business to galvanise the community around the vision.At the same time,you need to build the sustainable technical foundations to provide the scalability,performance,and functionality for now,and the future.For example,composable commerce architectures bring together best-of-breed solutions in an integrated ecosystem that delivers personalised experiences for every customer.It improves the speed and efficiency of transactions by reducing friction at every touchpoint.With the right culture and technology in place from the start,you can generate the agility and resilience you need to maintain momentum over the long term.Its hard for B2B organisations to really know their customersYou cant be customer-centric,relevant,and inspirational without first knowing you need to know your audience.Yet with complex buying groups and diverse needs,it can be tricky to understand customers as individuals.Without deep customer understanding,B2B organisations struggle to match the omnichannel B2C customer experiences people have come to expect.Opportunity Build intelligence and design around the customerFinding commonalities among buyers and influencers provides an actionable understanding of the most important customer archetypes and use cases.Focusing on a smaller number of distinct groups enables rapid progress.And by using design thinking research techniques to uncover insights and break assumptions,you can understand customer behaviour,needs and experiences.Quickly testing newfound insights in a live environment creates a continuous feedback loop that expands audience understanding.Segment-based personalisation and marketing automation takes this new knowledge and makes it customer-centric.With a 360-degree view of individual customers across sales,marketing,and service,you will better understand their preferences,and can tailor their experiences appropriately.Challenge 2Challenge 3 B2B digital estates are fractured and chaoticMany organisations have multiple customer-facing sites,apps,and chatbots in addition to telephone,email,and face-to-face sales channels.Siloed systems and disparate touchpoints intensify the challenges of consolidating customer information.They also result in inefficient,duplicated,and inconsistent customer experiences.Without a shared mission,internal stakeholders cant see past the complexity,and wont pull in the same direction.Opportunity Create a centre of gravity for the experienceOnce key stakeholders are signed-up to a shared mission,the next task is more mechanical,but no less essential:mapping the full spectrum of current touchpoints.Its important to pinpoint weak or neglected experiences at this stage from lead capture forms to logged-in portals.By replacing the complex data,technology,and operational layers with centralised data and integrated workflows,you can realise potential right across the customer experience.With a clear view of the customer journey,youll identify opportunities for storytelling and signature interactions that really create value for your customers and your organisation.Blending content and commerce throughout journeys keeps your customers engaged and inspired.Creating such a centre of gravity for customer experience enables you to inspire a shared belief in the future,connect sales,marketing,and services,and focus internal teams on making those fewer,bigger bets that unlock growth and drive the business forward.Conclusion and what you can do nextInspired,B2Bmeans working better,togetherGone are the days of traditional waterfall transformation programmes,along with unrealistic visions,siloed departments,and technical roadmaps that are never completed.Todays transformations need integrated teams with a shared passion,creativity grounded in technical capabilities,and clear outcomes that benefit customers,employees,and the business.Rallying the organisation around a clear and inspiring experience vision is business critical not a nice-to-have.The most successful transformation programmes address the three challenges weve outlined from day one:they establish the right culture with the right people;they design transformation roadmaps that rapidly release value;and they get to know customers in a live environment.By deploying experience design,cultural change,fluid process,unified data,and sustainable technology in parallel,B2B brands can deliver experiences that inspire all and unlock future growth.About Wunderman ThompsonWe exist to inspire growth for ambitious brands.Part creative agency,part consultancy and part technology company,we provide expert end-to-end capabilities at a global scale to deliver inspiration across the entire brand and customer experience.We are 20,000 strong in 90 markets around the world,where our people bring together creative storytelling,diverse perspectives,inclusive thinking,and highly specialised vertical capabilities to drive growth for our clients.We offer deep expertise across the entire customer journey,including communications,commerce,consultancy,CRM,CX,data,production,and technology.Wunderman Thompson is a WPP agency.(NYSE:WPP).For more information,please visit and follow Wunderman Thompson on our social channels.Twitter: help B2B marketers evaluate their current strategic and operational status,Wunderman Thompson has developed the Inspired B2B Assessment Score.This simple tool helps clients identify areas for improvement and create winning strategies that drive growth and nurture passionate brand fans.+info Inspired,B2B Assessment ScoreThe authors David Stocks Strategy Partner at Wunderman Thompson David Stocks is a Strategy Partner at Wunderman Thompson with a track record of transforming complex organisations by aligning stakeholders around inspiring,and long-term visions for the future of their customer experience.Recent client experience includes GE,EY,ABB,Mercedes-Benz,and Pets at H Jaap Van Oort Strategy Director at Wunderman Thompson Technology Jaap Van Oort is Strategy Director at Wunderman Thompson Technology,guiding ambitious brands in leveraging their Data&Technology to deliver exceptional customer experiences for brands like Whirlpool,Dyson,Hilti and PVH 群内每日免费分享5份+最新资料 300T网盘资源+4040万份行业报告为您的创业、职场、商业、投资、亲子、网赚、艺术、健身、心理、个人成长 全面赋能！添加微信，备注“入群”立刻免费领取 立刻免费领取 200套知识地图+最新研报收钱文案、增长黑客、产品运营、品牌企划、营销战略、办公软件、会计财务、广告设计、摄影修图、视频剪辑、直播带货、电商运营、投资理财、汽车房产、餐饮烹饪、职场经验、演讲口才、风水命理、心理思维、恋爱情趣、美妆护肤、健身瘦身、格斗搏击、漫画手绘、声乐训练、自媒体打造、效率软件工具、游戏影音扫码先加好友，以备不时之需扫码先加好友，以备不时之需行业报告/思维导图/电子书/资讯情报行业报告/思维导图/电子书/资讯情报致终身学习者社群致终身学习者社群关注公众号获取更多资料关注公众号获取更多资料