Peter O’Neill says, “Last month, I enjoyed working with my colleague TJ Keitt as he prepared his report “B2B CX Professionals: Find The Full Range Of B2B Customers”, now published for customer experience professionals who are Forrester clients. As he writes, “Despite the clear benefits of improving B2B customer experience, there’s a hitch: Before B2B CX professionals can help their customers, they have to identify them. But at most of the B2B firms we spoke to, it’s hard for CX professionals to locate and engage customers other than the complex groups of decision-makers with whom sales personnel interact in client organizations.”

An interesting point. It is definitely difficult to identify all the CX touchpoints between businesses when striving to optimize the customer experience, because the B2B interaction is long and complex:

  • Successful B2B marketing causes (or overlaps with) sales interactions . . .
  •  . . . initiating contacts with order processing, legal, shipping, and receiving . . .
  • . . . leading to exchanges with accounts payable, service, and support . . .
  • . . . and so on (hopefully to advocacy and retention)”.

Find Out And Remember Who Your Buyers Are At Each Stage

The Forrester Blog

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