A positive customer experience is a crucial component of any b-to-b company’s success. In fact, a SiriusDecisions research study released today found that for 80 percent of b-to-b customers, customer experience is the most significant reason behind the decision to work with a particular provider.
But, as Megan Heuer, Vice President of Research at SiriusDecisions, pointed out in her session on customer experience at Summit 2016 in Nashville, “Most b-to-b companies say they want to be customer-focused but aren’t sure where to start or how to invest to deliver on that promise.” That statement clearly resonated with the Summit audience, as an onsite poll early in Megan’s talk indicated that a large majority of the attendees will increase their investment in customer experience in the next 12 months.
So, how do we deliver on that all-important focus on the customer? Well, who better to provide insight into what customers really want than the customers themselves? The SiriusDecisions 2016 Customer Experience Study on customer preferences in the post-sale lifecycle found some startling results that highlight the opportunity for b-to-b organizations that aim to improve customer experience to drive business performance:
Megan also laid out three tools for b-to-b leaders to get started on improving the customer experience:
The results from the study show that b-to-b customer experience isn’t just important to customer growth, retention and advocacy – it can truly make or break a company’s success. “Setting goals isn’t enough to define experience design and execution,” Megan advised. “Get to know customer perceptions of that experience to refine and prioritize what to do.” In closing, she assured the audience, “Once goals, perception and delivery are understood, customer experience improvement becomes much easier to achieve.”
Ellen Lind is an editor at SiriusDecisions. She has 15 years of broad editorial experience, primarily in educational, book and magazine publishing. Follow Ellen on Twitter at @Ellen_M_Lind or on LinkedIn.