We often emphasize brand trust as a factor that B2C brands should be heavily focused on. Instinctively, we know that brand trust is critical for all businesses regardless of type, but rarely do we talk about the world of B2B.
Brand trust is a critical driver of growth for B2B brands. Everything from selling a product to providing a service requires consistency and transparency to keep business clients coming back. The stakes are different for B2B brands. For one, they are often selling to individuals who are responsible for managing a predetermined budget along with requirements on what and when they can purchase. The purchase decision often requires the buy-in from several different individuals or teams. Even in the cases where a single person has sign-off to purchase, the end-user of the product or service is often different than the person making the decision to buy.
In 2024, the B2B landscape, irrespective of industry, is saturated. Existing is not enough to realize growth; B2B brands are feeling the pressure to differentiate and compete with an increasing number of competitors.
To stay top of mind, B2B brands are leaning into story-telling and emotional connection rather than pitching only features and products. Consumer-facing channels are finding their way into the go-to-market strategies of B2B brands, and new content formats and clear positioning are required to break through the noise of the market.
In this landscape, brand trust is important for keeping potential clients moving through the sales journey. From consumer research, customers view a bad experience as the single most influential factor for why they stop trusting—nearly 50%. I’m willing to bet this is higher for B2B brands, simply because the risk of purchasing from an untrusted brand is so much higher for businesses.
But how do we turn these interactions into trust-building opportunities?
Customer experience (CX) is the sum total of a customer's perceptions and feelings resulting from interactions with a brand's products, services, and overall presence. The experience includes all interactions—from the website to the product, to how your sales teams and help desk interact with your customers—working in concert to create a single experience for your customers. Brand trust, on the other hand, is the confidence customers have in a brand to fulfill its promises. The connection between the two is simple: consistently positive customer experiences foster confidence and trust in a brand.
So, how can businesses leverage their customer experience strategy to build brand trust?
01—Prioritize client feedback.
Listening to your customers is the first step in providing a stellar customer experience. Humans are complicated, and so are their feelings. It’s important for brands to get a pulse on the perception’s their audience has and their position in the market. Because at the end of the day—how can you reach your customers if you don’t hear what they’re saying?
02—Personalization.
Customers appreciate when a brand recognizes them as individuals with unique preferences. Personalization can range from addressing customers by name in communications to tailoring product recommendations to their specific experiences, pain points, and business goals.
03—Consistency across touchpoints.
Ensure that your brand delivers a consistent experience across all customer touchpoints, from the first website visit to post-purchase support. Consistency reinforces reliability, which in turn builds trust.
04—Employee training and empowerment.
Your employees are the face of your brand. Train them to deliver exceptional service and empower them to make decisions that benefit the customer. When employees feel confident and supported, they convey that same confidence to customers.
When every click and every conversation counts—there’s a chance to make magic happen, to build bonds that last, and to turn heads with unforgettable, trustworthy customer experiences that keep 'em coming back. Time and time again.
