How B2B Firms Improve Customer And Partner Experience

Business-to-business (B2B) firms have largely ignored customer experience — and it shows. Three separate studies that Forrester Research conducted over the past year indicate that B2B customers perceive their experiences to be worse than those delivered by bottom-of-the-barrel consumer industries such as TV service providers and health insurance plans. This report explains why strong customer experience mastery is as valuable to B2B firms as to firms in consumer-focused industries. We show examples of B2B firms applying best practices from each of the six customer experience disciplines — strategy, customer understanding, design, metrics, governance, and culture — and driving solid business value as a result.