Enhancing the Product Experience: What B2B Marketers Need to Keep in Mind

In the marketing mix, a customer’s journey with a brand is quintessential.

When we talk about product experience, it is also a customer journey that is taking place within the product itself. The journey initiates with the first login and goes on till the last time the customer uses the application. You can call it a wider and more end-to-end user experience referring to some specific interactions a customer has with the product.

All B2B marketers are rushing to enhance the product experience and it is important because this focus helps businesses to deliver more value to the customers and also increase their lifetime value. An enhanced product experience would entail product differentiation in the market leading to more satisfied customers.

IG Global has defined Product Experience as,

“The awareness of the psychological effects elicited by the interaction with a product, including the degree to which our senses are stimulated, the meanings and values we attach to the product, and the feelings and emotions that are elicited”

B2B marketers must create product experiences in such a way that it educates the customers and nudges them through every stage of their journey including onboarding, product adaption, expansion and growth, long-term retention, and so on.

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If you are looking forward to enhancing your product experience, here are some tips that you must follow:

1. Efficient User Onboarding

Enhancing product experience starts with efficient user onboarding.

Now what does this entail?

To understand the importance of user onboarding, remember the last time you felt stranded with a product with no decent tutorial to help you understand it. This is poor user onboarding leading to customers quitting, churning, and leaving bad reviews. How do you improve it? Check the following points to start:

• Start using things like interactive user tours.
• Product guides to turn customers around.
• Make the products appear fun and interesting.

2. Best-in-class monitoring

How do you monitor the progress of your user? Well, you can do it simply by listening to them.

While it is easy to act like cold and heartless machines with your first users, offering them a wholesome experience can change the game around. For instance,

• You can listen to your customers genuinely through an effective feedback mechanism.
• See how much personal or digital your brand is.
• Are you able to monitor your systems properly?

The brand must show the right direction to the customers. When the direction is right, things go well.

3. Utilizing user feedback

Now that you have made ways to take customers’ feedback, you should utilize the same. Feedback will always be there, but the question is – are you effectively leveraging the information in a way that it hits company goals while increasing value for customers?

Whatever information you receive from the customer should be used potentially to increase the aspect of PX and it can be a challenge most of the time.

4. Stay prepared for the educated user base

Let us divide this point into the following three aspects:

• General marketing information: Stay assured that a vast majority of your customer base is likely to find your product through education-based content such as blogs, articles, news releases, videos, and so on. The information shows them how your solution is the one they are looking for.
• Product-specific information: This information doesn’t necessarily come from your product experience teams, but right from your product content ecosphere. Some popular options are general knowledge banks, open-source approaches, forum-based support, and FAQ sections.
• New product features & functions: You must ensure users can create maximum value out of your product. Otherwise, it is difficult for you to reach the retention goals.

Your users are constantly looking to experience the value of your product in their lives.

5. Consistent & Customized product info

Your brand sets the bar for all the product information and how the users perceive it.

Imagine you paint a picture of luxury and offer nothing but a piece of rag, your KPIs will suffer for sure. The product information available to the users must be consistent, customized, and in line with the user’s expectations.

6. Efforts to improve PX company-wide

Even if one of your teams isn’t prioritizing product experience, you are lacking immense potential.

Before your product reaches out to the audience, you must teach the fundamentals of your products to the internal team. This may or may not be exhaustive, but over time it should be incorporated and woven throughout a new company fabric.

7. Optimizing Product Content

Although this is a basic tip, you need to play wisely.

Digital product experiences and companies break down as quickly as the brick & mortar businesses.

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Wrapping Up

Enhancing product experience means improving your users’ time with the product, creating further opportunities to upsell and upgrade whenever necessary.

Before you do your product research, ask yourself – “whether I want to delight my customers or torture them?” The choice is yours.