These monumental shifts occurring are calling for organizations to think differently and to design buyer experiences that create long-term buyer retention and buyer loyalty. As products and services are subjected to increasing entry into the level playing field we call commodity, differentiation is made in designing innovative buyer experiences. In the Buyer Experience Innovation framework, the design of buyer experiences is one of its most important elements. There are three central aspects to Buyer Experience Design that provide the necessary roadmap:
Relationship: the design of relational capability that directly correlate with the different relationship avenues that exist such as existing buyers, prospective buyers, and renewal buyers
Engagement: the design of direct, indirect, digital, and social engagement that not only enhances the buyer experience but helps buyers to move along the value-chain and create loyalty
Brand: integrated thinking on how to incorporate brand experience along the buyer experience journey and the buyer experience interaction model that is inclusive of strategies related to thought leadership, content marketing, public relations, sales messaging, and packaging
Technology: identifying enabling technology that enhance the overall buyer experience and can be inclusive of digital as well as social mediums for buyers, technologies related to sales enablement, marketing automation, demand generation, and interactive media technologies