Uncover 7 Best B2B Customer Experience Trends

Customer Experience

Top 7 B2B Customer Experience Trends

Jul 28, 2023

8 mins read

Manisha Khandelwal


Regardless of where you belong – B2B or B2C your customers want much more than a single easy transaction. 

Yes, they want 

  • Personalized experiences that make them come for more.
  • Seamless omnichannel support that swiftly resolves their issues.
  • Their data to be secured – fostering trust and reliability.

And much more… 

So, are you offering and staying updated with their expectations? 

If not, fear not! We’ve got you covered with the 7 best customer experience trends that will take your business to new heights.

7 Best B2B Customer Experience Trends

Here are the 7 trends that you can use to enhance customer satisfaction and deliver the best customer experience. 

 1. Offer Personalization to Boost Customer Loyalty 

An image showing how Salesforce leverages data personalization to deliver the best customer experience. 

Picture this: you’re a VIP customer, and every time you interact with a business, it feels like they know exactly what you want! 

Well, that’s the power of leveraging data and delivering personalized experiences. 

And Salesforce is acing this game. 

Salesforce’s Customer 360 platform is a powerful tool that’s all about understanding what makes B2B customers go in. What they do is – gather a lot of data via customer feedback and use it to create personalized experiences.

You can do it too. 

Yep, as a business owner, you have to dive deeper to understand your customer’s likes and dislikes, preferences, expectations, etc.  

With the gathered survey data, you can launch targeted marketing campaigns, offer them spot-on recommendations, and offer omnichannel support. This will make your customers super happy and loyal. Additionally, developing a robust personalization strategy involves continuously analyzing customer interactions, utilizing machine learning algorithms, and implementing dynamic content delivery to ensure a seamless and tailored experience across all touchpoints.

2. Let your Customers Choose WHERE to Reach You-                   Omnichannel Support 

An image showing how Zendesk offers omnichannel support to deliver a delightful B2B customer experience

Do you know how Zendesk keeps its B2B customers happy?

By offering a top-notch omnichannel support solution to their customers.

Yes, their customers can reach out through email lookup, chat, in-app messaging, social media, etc. This makes it easy for customers to talk to them in their preferred way.

Also, this approach is essential because B2B buyers are now using many channels to make purchases. According to McKinsey’s article, The Future of B2B Sales is Hybrid – B2B buyers are embracing the digital revolution and are comfortable with online channels for their purchases. They’re using a whopping ten or more channels in their buying journey, which is double the number from five years ago! 

And I’m sure you, as a smart business owner, don’t want to miss out on this opportunity. So, embrace omnichannel support, and offer a seamless, consistent experience across all channels.

Now, let’s move on to the next B2B customer experience trend. 

3. Data Security: Guardians of Confidentiality, Integrity, &         Availability

An image showing how Apple secures its customer's data

When it comes to data security, Apple stands as a shining example of how to get it right. They’ve made it a top priority, providing robust cyber security solution features and encryption measures in their products and services to ensure the protection of customer data.

How do they do it? 

  • They employ end-to-end encryption for various communications, such as iMessage and FaceTime. This means that only the sender and the intended recipient can access the content, preventing unauthorized access from cyber threats and prying eyes.
  • All data stored on Apple devices is encrypted, offering an added layer of protection in case of loss or theft.
  • Their business model doesn’t rely on monetizing user data. This means they have less incentive to collect and use customer data, further safeguarding their users’ privacy.
  • Regularly releases software updates with security patches to address any identified vulnerabilities promptly. 

This is how Apple secures its customer’s data. 

You too can instill confidence in your customers by implementing robust data security measures, safeguarding their personal information from potential threats. Because in today’s digital landscape, data security has become a top priority for individuals and businesses alike, fostering trust and loyalty among customers.

4. Elevate Customer Experience by offering Self-Service

An image showing HubSpot self-service customer support channel

Do you know how this customer experience trend can take your business to new heights?

Here’s an example of HubSpot’s self-service customer support portal. It is a stellar example of self-service by building customer-centricity

It offers 

  • Quick access to information on their website or app 
  • Has a vast knowledge base with articles and guides for users to find answers easily. 
  • Have community forums where users can interact and help each other. 
  • HubSpot’s intelligent search feature provides instant relevant information. 
  • Real-time customer support 24×7. 

That’s why HubSpot’s approach aligns perfectly with fast-paced B2B customer experience trends. 

So, adopt this approach for your B2B sales and business. 

Build a user-friendly website, create a comprehensive knowledge base, community forums, intelligent search features, and offer real-time customer support. 

By incorporating self-service options, you empower customers to find solutions at their convenience, improving their experience and ultimately boosting customer satisfaction and loyalty.

5. Integrate Artificial Intelligence to Improve Customer               Experience 

An image showing how IBM Watson leverages artificial intelligence

Are you using artificial intelligence in your business to improve B2B customer experience?

If not then you must begin to do so. 

Because artificial intelligence is the future. And IBM Watson is a perfect example, employing its AI magic with chatbots, virtual assistants, and personalized recommendations to elevate the entire experience.

But how can that help your business?

  • Chatbots are the friendly companions of B2B realms. With Watson’s chatbots, customers get instant solutions, and no more long waits in queues! 
  • Virtual assistants are the ever-reliable guides of B2B enterprises. This streamlines workflows, juggle tasks, and schedule appointments with ease, freeing up valuable time for customers to focus on what truly matters.
  • And the real enchantment lies in personalized recommendations. Watson’s mystical algorithms analyze customer data and serve up tailor-made suggestions. It’s like having a personal shopper who knows your customers’ preferences even better than they do!

But why does it all matter? – It matters because, in the competitive business landscape, customer experience reigns supreme. By embracing AI like IBM Watson, you can weave seamless interactions, build lasting relationships, and deliver unforgettable experiences.


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6. Voice-Assisted Search & Commerce – Futuristic Shopping       Bliss 

An image of Alexa, a product of Amazon showing voice-assisted search and commerce as one of the B2B customer experience trends

Alexa, I don’t remember the whole lyrics of the song but can you play this song?- I’m in the stars tonight,

So watch me bring the fire and set the night alight…

And guess what, Alexa played the song and told you its name – BTS Dynamite. 

Has this happened to you? 

I can see your nodding head!

Alexa is a product of Amazon, the pioneer in this field, and has already succeeded with its voice-assisted technology.

B2B brands can learn from Amazon’s success and consider adding voice search and voice commerce to their customer experiences.

The rising popularity of voice-assisted technology in our personal lives is undeniable. Just look at Perficient’s 2020 Mobile Voice Usage Trends survey, where over 60% of respondents admitted to using voice commands at home alone, and close to 50% at the office alone. What’s even more fascinating is the increasing percentage of people comfortable using voice commands ‘in the office with coworkers.’ 

Not only this. AI and machine learning advancements are making voice-assisted search handle complex queries effortlessly. 

And as personal and professional experiences merge, customers expect convenience in B2B interactions as well. So, it’s time to think about optimizing complex B2B content for voice search and enabling voice commands for placing orders.

By embracing the voice-assisted revolution in B2B customer experiences, you can retain customers. So, hop on this trend, and let your customers experience the magic of voice technology in their B2B interactions! 

7. The Customer Journey Continues: Post-Purchase                       Engagement

An image showing Adobe leveraging post-purchase engagement

In the realm of B2B, the journey doesn’t end when a purchase is made – it’s just the BEGINNING! 

That’s where Adobe comes in, wielding its magical Experience Cloud platform.

This is a powerful tool that enables businesses like yours to deliver personalized post-purchase communications, gather valuable feedback, and nurture those lasting customer relationships – we all cherish.

By creating personalized post-purchase communications, you can make your customers feel truly valued like they’re part of your exclusive community. 

Wait, that’s not all! 

When you gather feedback through surveys and interactive chatbots, you gain valuable insights into their evolving needs. This builds trust and boosts their loyalty.

This is indeed a secret potion because post-purchase engagement turns those one-time buyers into loyal brand advocates. 

Key Takeaway 

Here are the key takeaways to quickly take you through what we learned in this blog:

  • Data Personalization: Use customer data to offer personalized experiences and targeted marketing, fostering loyalty.
  • Omnichannel Support: Embrace multiple channels for seamless customer support and cater to diverse preferences.
  • Data Security: Prioritize robust security measures to protect customer information and build trust.
  • Self-Service: Provide easy-to-access self-help options like knowledge bases and 24/7 support.
  • Artificial Intelligence: Utilize AI for chatbots, virtual assistants, and personalized recommendations to enhance interactions.
  • Voice-Assisted Search & Commerce: Optimize content for voice search and offer voice-enabled order placement.
  • Post-Purchase Engagement: Engage customers after purchase with personalized communication and feedback gathering for loyalty.

Leverage these 7 B2B customer experience trends.

And if you want to take one step further to make awesome customer-centric experiences, explore SurveySensum.

Just like how other B2B brands are embracing personalized experiences, omnichannel support, and data security, SurveySensum empowers you to capture the voice of your customers through intuitive and insightful surveys. This robust tool enables you to understand your customers’ needs, preferences, and pain points with ease.


Manisha Khandelwal

Senior Content Marketer at SurveySensum

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