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).
- 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