T J Keitt says, “On a recent podcast with my colleagues Deanna Laufer and Sam Stern, I was asked about the difference between business-to-consumer (B2C) and business-to-business (B2B) customer experience (CX). My answer is what I believe is the problem that vexes CX professionals trying to establish CXprograms in B2B firms: In a given account there isn’t one “customer”; there are many stakeholders whose interactions with the firm must help them be successful in their work. This puts stress on theB2B CX organization — how do you coordinate these many experiences to ensure each of these stakeholders gets the value they seek from the firm?

In my report Customer Collaboration Powers B2B Customer Experience, I propose the path to solving this problem starts with B2B CX professionals embracing the concept of customer collaboration. We define this as the reciprocal exchange of valuable insights and information between a vendor and its client stakeholders. Done correctly, this is a continuous set of interactions that happens throughout the account’s life, as the picture below illustrates”.

B2B Customer Experience Is Grounded In Collaborative Relationships

The Forrester Blog

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