The delight stage can be considered the final stage of the B2B buyer’s journey. However, the goal of your business strategy should be to delight your customers throughout every stage of the sales funnel.
To “delight” your customers, nurture them throughout the sales stages, creating customer relationships and building loyalty along the way. This trust you foster with your customers will encourage them to advocate for your brand and keep them coming back.
Creating this reliable relationship will allow your customers to trust your company and increase their willingness to tell others about your solution.
Download the Ultimate Guide to the B2B Buyer’s Journey
With our guide, you will learn how to help your potential customers through the five stages of their buyer’s journey.
Build your customer's trust
The goal of the delight stage is to remind your customers of the value your service or product offers. Keeping them satisfied and engaged shows them that your company truly cares about their success.
Offer them exclusive offers that only current customers can enjoy. This will not only entice them to make another purchase but also make them feel like you care about their experience.
Your customers need to know they can reach you when needed. Provide times for one-on-one communication so they feel heard and can ask questions or inquire about additional solutions.
Be proactive when managing your customer care. Contact them instead of waiting for a customer to come to you with a problem.
This may look like:
- Appreciation emails to thank them for doing business with you and ask for feedback to show that their opinions matter to your company.
- Monthly newsletters to keep customers updated on the latest news or resources from your company.
- Personalized email campaigns to continue nurturing customer relationships and providing valuable information based on the customers’ needs.
Although the growth stage of the buyer’s journey focuses on product education, the delight stage also requires educational content to ensure the customer continues to work with your company. Responding to customer inquiries transparently, even when the inquiries are negative, reduces potential concerns or negative customer experiences.
Promptly update customers on new products, features, upcoming contracts, or subscription renewals to increase long-term value. Proactively providing this information will allow customers to get more from your product or service and entice them to keep using it.
If you decide to outsource your customer care services, find a firm that understands your customers’ and companies’ goals.
Subscribe to EBQ's Bimonthly Newsletter
Subscribe to EBQ's Bimonthly Newsletter
Marketing strategies to create a good customer experience
When creating your marketing strategy for the customers in the delight stage, you should focus on communication. Show your customers that you are their go-to resource for support by building open lines of communication.
Use all of your marketing channels to establish this trust, actively posting to your blog and social media profiles to convey your brand personality. Leverage case studies and reviews to prove that you have had success with other customers in the past. This will not only show customers that your company has been successful but it will build trust and show the customer that you deliver what you promise.
Try implementing these marketing strategies to keep your customers delighted:
- Develop your brand voice by consistently engaging your audience on social media platforms.
- Regularly update your blog with new, relevant content that your customers can share with others.
- Educate your customers by hosting interactive and informative webinars to establish yourself as an industry leader.
- Expand your reach by offering incentivized promotions throughout your channels, increasing visibility and redemption rates.
Your marketing team should generate excitement for your brand and solution while proactively addressing customers’ needs or questions. Remember, the goal of this stage is to show how valuable you are to your customers and that your company cares about their experiences. Create a customer relationship that is so positive they will share their experience with their colleagues.
Download the Ultimate Guide to the B2B Buyer’s Journey
With our guide, you will learn how to help your potential customers through the five stages of their buyer’s journey.
Continue fostering a positive customer experience
Cultivate trust, value, and human connection in every stage of your buyer’s journey. As buyers become more aware of hard selling techniques and crave more human-level experiences, sellers should aim to create more buyer-centric strategies.
Go beyond what you said you would do before closing the sale to give your customers a reason to advocate for your brand. Caring for each customer individually will keep your current customers returning and increase the chance for referrals. We understand that this task can seem difficult to maintain, depending on the size of your team. Outsourcing customer care services can help reduce the workload and allow your team to focus on nurturing new leads throughout the sales funnel.
