Forrester

DESCRIPTION

Most B2B companies now do customer experience research as part of their product and website design processes. Many have voice of the customer (VoC) programs to collect customer and/or user feedback and expose potential areas of dissatisfaction, and the VoC executives are usually at a high enough level to correct any issues they discover. But fully changing from a product-centric vendor to a customer-centric service provider requires a cultural and design transformation. Customer experience needs to be designed into every potential customer interaction and touchpoint: marketing and sales interactions in the buyer journey, support interactions, plus all other interactions between companies in business with each other (in procurement, accounting, legal, and other corporate departments).

Agenda:

• Customer Experience (CX) Matters To B2B Marketers
• CX Includes The Voice Of Your Customers
• CX Design Must Include All Potential B2B Interactions
• Be The Change Agent For CX Success