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B2B vs B2C Customer Journey
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B2B vs B2C Customer Expectations
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B2B vs B2C Customer Retention
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B2B vs B2C Customer Feedback
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B2B vs B2C Customer Communication
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B2B vs B2C Customer Loyalty Strategy
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Here’s what else to consider
Customer loyalty is a key factor for any business, but it can have different meanings and implications depending on whether you are selling to other businesses (B2B) or to consumers (B2C). In this article, you will learn about the main differences between B2B and B2C customer loyalty, and how to adapt your marketing strategy accordingly.
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- Ayesha Shaikh Everything is Figureoutable 🏆Modern Customer focused Senior Business Analyst with a love for all things marketing…
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- Alyson Kaye VP of Marketing at Cohora
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1 B2B vs B2C Customer Journey
One of the main differences between B2B and B2C customer loyalty is the length and complexity of the customer journey. B2B buyers typically have longer sales cycles, involve multiple decision-makers, and require more information and education before making a purchase. B2C buyers, on the other hand, tend to have shorter and simpler purchase processes, driven by emotional and personal factors. Therefore, to build loyalty in B2B, you need to focus on providing value and support throughout the entire customer journey, from awareness to retention and advocacy. In B2C, you need to create a memorable and satisfying customer experience that appeals to their emotions and needs.
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- Alyson Kaye VP of Marketing at Cohora
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Understanding retention in an B2C environment is challenging because how do you know if a customer has left your brand when all you have to go in is transactional data? Is the customer disappointed with the product? Did they find a better product? It is true that B2C is a more emotional and personal transaction. So how do you measure that? Engagement? Does a like or a post on social media qualify as engagement?
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See AlsoHow do you segment and target B2B customers versus B2C customers?Understand the Differences Between B2B and B2C CompaniesB2B vs B2C Content Marketing: Differences, Similarities, and Best PracticesB2B Customer Insights: What They Are and Why They MatterInsightful
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Some major differences in B2B vs B2C marketingHaving worked across both - the customer journey for a B2B is usually longer involving touchpoint across sales, customer success or even someone from customer service. It's more about making the journey tailored to users so we have max conversions. It's about being front of mind & keeping customer service at the centre. B2C is usually not as complicated, does not involve major stakeholder decisions & also lower risk.
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2 B2B vs B2C Customer Expectations
Another difference between B2B and B2C customer loyalty is the level and type of expectations that customers have from your brand. B2B customers expect you to deliver high-quality products or services, consistent performance, reliability, and trustworthiness. They also expect you to understand their business goals, challenges, and opportunities, and to offer tailored solutions that help them achieve them. B2C customers expect you to offer convenience, personalization, relevance, and value. They also expect you to engage with them on a human level, and to show that you care about their feedback and preferences.
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- Alyson Kaye VP of Marketing at Cohora
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B2C customers have high expectations and demands when it comes to personalization and being treated like a human. Most of the solutions available today attempt to provide this, but where does the interaction and engagement with the brand happen? How do you capture this interaction and understand how it impacts the value you place on that customer and the effort you put into that relationship? Being able to understand retention within B2C would shed light on the effectiveness of traditional loyalty programs. A more effective approach is to measure engagement through a direct connection to your customers, not through a CRM, or third-party platform because that does not allow for two-way dialogue.
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3 B2B vs B2C Customer Retention
A third difference between B2B and B2C customer loyalty is the way you measure and improve customer retention. B2B customers tend to have longer and more stable relationships with your brand, as they often sign contracts, make recurring purchases, and depend on your products or services for their business operations. B2C customers tend to have shorter and more volatile relationships with your brand, as they can easily switch to competitors, be influenced by trends, and be affected by price and quality factors. Therefore, to retain B2B customers, you need to focus on building long-term partnerships, delivering value-added services, and fostering loyalty programs and referrals. To retain B2C customers, you need to focus on enhancing customer satisfaction, loyalty, and advocacy, and creating incentives and rewards for repeat purchases.
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- Alyson Kaye VP of Marketing at Cohora
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B2C marketers need to focus on the customer experience and the ability for customers to connect directly to the brand and other like-minded customers. Enhancing the relationship by rewarding more than transactions and empowering customers to be a part of the brand through direct opinions/feedback, gamification and showing your appreciation for their contribution to the growth of the brand.
4 B2B vs B2C Customer Feedback
A fourth difference between B2B and B2C customer loyalty is the way you collect and use customer feedback. B2B customers are more likely to provide you with direct and detailed feedback, as they have a vested interest in your product or service quality, performance, and improvement. B2C customers are more likely to provide you with indirect and general feedback, as they have less time and motivation to share their opinions and suggestions. Therefore, to gather feedback from B2B customers, you need to use formal and structured methods, such as surveys, interviews, and reviews. To gather feedback from B2C customers, you need to use informal and unstructured methods, such as social media, ratings, and testimonials.
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5 B2B vs B2C Customer Communication
A fifth difference between B2B and B2C customer loyalty is the way you communicate with your customers. B2B customers prefer to communicate with you through professional and formal channels, such as email, phone, or video calls. They also prefer to communicate with you on a regular and scheduled basis, as they value consistency and predictability. B2C customers prefer to communicate with you through personal and informal channels, such as social media, chat, or SMS. They also prefer to communicate with you on an occasional and spontaneous basis, as they value novelty and surprise.
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In my experience when working with some of the biggest B2B marketing initiatives - Customer comms were quite need focussed for exampleProduct RenewalsProduct Subscription notices eDM's communicating valueIn a B2C world - it's about making the customer happy, it's less risk. Its about branding & marketing going hand in hand to create delightful experiences for end users
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6 B2B vs B2C Customer Loyalty Strategy
The final difference between B2B and B2C customer loyalty is the way you design and implement your customer loyalty strategy. B2B customers require a more rational and strategic approach, based on delivering value, solving problems, and building trust. B2C customers require a more emotional and creative approach, based on creating experiences, fulfilling needs, and inspiring loyalty. Therefore, to develop a successful customer loyalty strategy for B2B, you need to focus on the following elements: segmentation, personalization, education, service, retention, and advocacy. To develop a successful customer loyalty strategy for B2C, you need to focus on the following elements: differentiation, relevance, engagement, satisfaction, loyalty, and rewards.
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If I try & keep this simple - I'll highlight one main difference. B2B strategy - Keep them involved but also show how the product is impacting the business, helping the business gain revenue or even getting more leads/customersB2C - Loyalty strategy is to make them happy, give them offers & an experience that will make them want to come back to the brand.
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7 Here’s what else to consider
This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?
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B2B and B2C customer loyalty differ fundamentally. In B2B, loyalty stems from a complex journey involving multiple decision-makers and focusing on value, support, and business alignment. B2C loyalty is driven by emotional, personal factors, requiring memorable experiences. B2B customers expect solutions tailored to their business needs, while B2C customers seek convenience and personalization. B2B retention strategies involve long-term partnerships and value-added services, whereas B2C focuses on satisfaction and rewards. Feedback collection in B2B is structured and detailed, while in B2C, it is more informal. Communication with B2B customers is formal and regular, contrasting with the casual, spontaneous nature of B2C.
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