We have news for those who think Customer Experience CX is universal. Actually it’s NOT. It must match: emotional involvement, control vs dependency, decision logic and risk level. Those are so different depending on your Business approach.
B2C
If you are in the B2C – Business to consumer, your customer is a PERSON, often impulsive when it comes to own needs being met, and context driven – mood, time, convenience. Emotion is an important trigger for fast decision, so instant reply and a fair price-value perception coupled with a low switching cost will help you to be a preferred supplier.
In B2B Customer Journey should be about building confidence:
- proactive communication from Sales team about capability of solving the situations
- smooth onboarding and implementation using clear steps in the process,
- one point of contact building human relationship based on trust and credibility.
In B2B we measure Retention, Contract renewal, Business expansion (trade-up and cross-sell), Time to resolution.
B2B2C
In you are a manufacturer in a business with a longer route to market (like building materials), where intermediaries exist between you and your end consumer, you need to couple the two approaches and have a B2B experience for the distributors and retailers and a B2C experience for your end beneficiaries.
Your immediate customer is the Business partner and your ultimate customer is the Beneficiary/End Consumer. The challenge here is that your brand is experienced through someone else and you don’t fully control the customer experience – so you need to build alignment between you and your partners:
- Your partners are an extension of your sales team – they need to be trained as well, to understand the market and the end consumers
- Your brand is offered on the premisses of your partners, so the visibility of your brand should be great and consistent with the latest guidelines
- Your partners business is the source of your business – so simple partner processes are important
In B2B2C we measure Customer satisfaction at both ends – Partners and End consumer, Sell-through, Brand consistency.
