Improving the Experience of Consumer-Focused B2B Software

If you sell to businesses, approaching the marketing as a consumer-focused B2B software application will help your customer acquisition and retention.

If you’re a B2B company, then you know that there is a fundamental difference between the way you promote your product than if you were reaching out to the general public. Taking the approach of a consumer-focused B2B software can assist in customer acquisition and retention. Since you’re talking to business owners, CEO, HR reps, and other key decision-makers, your sales pitch is usually geared toward their interests.

However, while it’s vital to appeal to the gatekeepers, you don’t want to sacrifice the customer experience in the process. In this article, we’re going to discuss how a consumer-focused B2B software design can be beneficial for everyone involved. To help us make this point, we’re talking with Mike Volpe, CEO of Lola.com; the #1 ranked corporate travel app.

Consumer-Focused B2B Software Means Lightweight

Most people don’t want to spend hours trying to figure out how to use a program or system. Typically, they want something that is as mobile and adaptable as possible. Think mobile-friendly design and a streamlined interface. Consumer-focused B2B software values simplicity.

Consumer-focused B2B software values simplicity.
Consumer-focused B2B software values simplicity.

For Lola, the app was born on mobile devices, so the team had to be proactive about making the system user-friendly. While that’s not always the best approach, it does force you to find ways to make onboarding and adoption easier. When users have such a small screen and limited functionality, efficiency is everything.

Fortunately, that lightweight model makes the program more cost-effective as well. So, not only do you have an app that users like, but you can tout the savings to the business buying it. It’s a win-win-win scenario. That’s one of the major benefits of taking a consumer-focused B2B software approach.

Focus on Incremental Changes, Not Sweeping Updates

One of the reasons that apps can have high churn is that customers aren’t getting everything they want. For B2B companies, since the “customer” is the company, high churn rates aren’t necessarily a dealbreaker. However, you still want to improve adoption. When more employees are using the system, there are even more cost-savings, plus the benefit of worker satisfaction.

These days, employees demand more from their workplaces. Corporate culture is being centered around a satisfied workforce, so B2B products need to be engaging. But how?

Engagement is critical for consumer-focused B2B software. For Lola, it’s all about the tiny changes and adjustments. With apps, it’s all too easy to get wrapped up in big, sweeping updates that will get noticed immediately. However, it’s the smaller steps that will have a better long-term return. Unfortunately, they are also the hardest to track with metrics.

Mike and his team get around that somewhat by looking at the time it takes for a user to book a trip. You can look at similar elements of your product to see where you can streamline processes further and improve the overall customer experience. Yes, significant changes can be valuable, but don’t lose the trees for the forest.

Bottom Line: a Better Customer Experience Yields a Higher ROI

Overall, when you approach your consumer-focused SaaS with the end-user in mind, everything else can fall into place. Even if your clients are mostly focused on cost-savings, this focus on CX will still yield better results for everyone involved.

To find out more about how Lola is upending the corporate travel world, check out the latest episode of the SaaS CX Show. You can also visit them online at www.lola.com.

Author: Frank Bria

Frank Bria is the author of the internationally bestselling book Scale: How to Grow Your Business by Working Less and founder of High-Ticket Program, a strategy firm dedicated to scaling B2B service businesses. A trained mathematician and systems engineer, he launched several fintech startups in the advanced analytics space. He has consulted with Fortune 500 companies and multinational tech firms on quantitative marketing solutions including AI and predictive analytics. Now he works with SaaS companies leveraging advanced analytics to improve customer experience and retention. Frank is the host of The 6 to 7 Figures Show and The SaaS CX Show podcasts. He lives in Phoenix, AZ.

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