B2B customer experience
Bruce TemkinTemkin Group
Bruce Temkin, of the Temkin Group, examines how B2B companies are putting resources into improving their customer experience, as they realise it's the key to brand loyalty.
Customer experience (CX) is gaining attention, and within business-to-business (B2B) organisations it is a key driver of loyalty. Meanwhile, clients and prospects, which instinctively compare business interactions with their consumer experiences, are raising their expectations of B2B relationships.
Companies may be the customers, but people make the decisions. That's why B2B organisations find their customers compare them to the experiences they have as consumers, and find...