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Using Customer Experience To Drive Strong B2B Relationships
Aimee Lucas / MediaPost / May 16, 2013
Discussions about customer experience often focus on consumer-facing (B2C) companies, but what about organizations that sell to businesses (B2B)?
For B2B organizations, retaining each relationship is frequently a critical success metric, given the size of typical accounts. At the same time, B2B clients and prospects compare business interactions with their personal consumer experiences, resulting in higher expectations in B2B relationships as they relate to the ease of doing business, gaining extra value, and other experience elements.
With this recognition, B2B firms are getting on the customer experience bandwagon. Our research found that over half of large B2B firms want to become their industry leader in customer experience within three years. So how are B2Bs pursuing customer experience excellence? By building a client-oriented mindset and client-centric approaches to relationship management.
Building a client-oriented mindset
When it comes to day-to-day operations and decision-making, organizations naturally focus on the needs of their functional silos rather than clients. To overcome this, B2B firms need to build repeatable, systematic processes for gathering, analyzing, and taking action on customer insights.
Building a client-oriented mindset starts with a reliable flow of customer insights. Closed-loop Voice of the Client (VoC) programs are a core element of B2B CX efforts. While our research shows that most B2B firms are in the early stages of VoC, we discovered some excellent B2B practices. For example, given the complex nature of B2B customer journeys, VoC programs need to cover key interactions with a variety of stakeholders.