Personalisation levels in B2B customer and prospect communications

The phrase ‘Business-to-Business’ or ‘B2B’ gives something of a false impression. Yes – these businesses are selling their products or services to other businesses rather than to the general consumer.

But vendors must never overlook the fact that B2B buyers are not faceless corporations or brands but individual decision-makers with tastes and preferences.

These buyers will inevitably compare the B2B marketing and service that they receive with their own consumer experiences.

These issues come under the spotlight in a new Pitney Bowes White Paper entitled, ‘The Personal Touch’.

Key Findings include:

• Standards of personalisation, even at a basic level, are still not up to the mark. Fully 49% of European companies (US 40%) believe that most firms in their sector do not pay enough attention to customer data and thus issue mis-addressed and/or miss-spelt documents.

• 42% of European and 36% of US companies believe that, in this multi-channel world, companies in their sector fail to recognise the customer across touchpoints. For example, a customer who is used to mailed communications may be treated as a newcomer if they communicate via email.

• On a positive note, 48% of companies in Europe and 55% in the US declare that in the last two years companies in their sector have been improving their personalisation efforts.

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