Serving consumers is different than serving businesses. It’s not harder or easier – just different. I’ve seen real challenges in the past when leaders move from B2B to B2C (or vice-versa). Here are four steps to help you get started creating a better B2C customer experience.
1. Know your customer experience (CX) goal.
I was talking with a CX leader, and asked about her customer experience vision. She responded, “We want to be the simplest, and the most flexible. Oh, and we need to keep costs low.”
That’s a pretty hard combination to hit. In fact, I’d argue it’s pretty impossible to hit all three.
Your goal should flow from your vision. Are you trying to be the easiest company to work with, the one with the closest relationships, the most flexible? Understanding your company’s goals is the first step to creating your approach. If you don’t know where you’re going, you don’t know what steps to take next. Read more