The Case For B2B Customer Experience Programs Is Revenue Generation And Renewal

Research conducted over the past years indicates 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. Yet B2B marketers, challenged by the complexity of their own organizations and the continual search for an obvious business case, feel powerless to lead the change needed to focus more on customer experience. But time is running out: The experiences, good or bad, of any consumer of a B2B service are rapidly becoming critical to the success of the B2B vendor that is responsible. The customer experience is a collection of journeys made by potential buyers, committed customers, business service users, and other enterprise employees. For each journey, B2B marketers should research the buyer behavior then design marketing content and internal processes accordingly.