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Most B2Bs suck at Customer Experience (CX).

A simple truth: The more pains your b2b company solves for clients — with the least amount of friction to value and desired outcome(s) — the stronger their position will be to build a loyal brand following and recurring revenue base over-time.

In some cases, (some)…B2B companies are able set conventional wisdom aside for macro gains.

That’s why B2B leaders with an ability to practice delayed gratification are in an interesting position.

You could choose to invest in CX solutions now, and get ahead of their cohort and competitors. …

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B2B Companies are getting schooled by B2C brands when comes to Customer Experience (CX). Will they adapt or die?

Are B2C brands running a clinic on their B2B contemporaries?

When it comes to Customer Experience (CX), the answer is YES. But is the B2B world paying attention?

In case you haven’t, here’s a quick rundown:

Today’s B2C companies crush CX for their customers far and wide — think Netflix, Everlane, Allbirds, mahabis, Away, et al.

So, what do these B2C brands have in common?

They all have a dependable, consistent and STRONG CX motion that differentiates them in a meaningful way from their competitors.

And that’s the reason you often see many more cult-like followings tied to B2C brands vs B2B’s.

More impressive even, having killer CX, in some cases, has led to B2C companies reaching the coveted ‘cultural phenom’ status. …

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B2B Companies are still light-years behind B2C brands when it comes to prioritizing Customer Experience. What’s their secret? And where can leaders learn new best practices to grow their business with CX?
  • Do you know any B2B executives or leaders that don’t want healthy revenue growth? (No.)
  • Furthermore, what if it came *without* risk of hurting customer churn, slowing net-new deals, or damaging brand reputation (yes please)

It’s possible.

There are some…*some*… B2B companies selling business-to-business products who are able to set conventional wisdom aside in the spirit of long-term growth in the highly competitive subscription economy.

This means less focus on customer acquisition and more on ramping up retention and expansion based initiatives. But, in B2B, it’s all easier said than done.

So, you can imagine I was not surprised to read this mindblowing…


Aaron Cowell

Sales & Success Content for Leaders in B2B SaaS and Technology. Sometimes I blog on The B2B Report.

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