Managing a B2B experience isn’t more or less difficult than managing a B2C experience. It’s just different…and more complex. The need to understand multiple levels of your clients drives that complexity and is critical to a successful B2B CX strategy. You have to analyze the journeys of decision-makers, influencers, and users, as well as how each of those journeys impacts your client’s ongoing loyalty.
As I’m working on my new book, Do B2B Better: Driving Growth Through a Game-Changing Customer Experience, I think it would be helpful to share some B2B CX strategy trends that should be on your radar.
You don’t have to think about these. That is, as long as you’re okay with being among the 3 out of 4 who can’t show impact from their work. But if you’re a true Change Maker, these are the types of issues that might keep you up at night. (more…)