8 upvotes 0 discussions


We have all heard the saying, "the customer is always right." But what if you have no "customers" so to speak? Does this still apply? B2C companies tend to work harder to please their customers than B2B companies do. Which is why, according to McKinsey, B2B companies tend to have lower approval ratings. If you don't want to fall behind your B2C counterparts, then listen up B2Bers. Chris Wright shares some of the biggest touchpoints you shouldn't ignore in his blog post.

Who Should Read This Article

I would venture to say this is a must read for all B2B companies and all of their employees too!

What You Will Learn

You will get a good sense of why B2B businesses have such a hard time handling the customer experience. Spoiler alert: it has a lot to do with how complex B2B selling is today. You will also learn what Wright feels are the 5 most vital customer experience touchpoints. They include:

  • Brand advocacy
  • Invoicing
  • Marketing simplification
  • Channel partner relationships
  • Upgrades

Take Away

Do not overlook these customer experience touchpoints B2B companies!  It will negatively affect your business. Do you agree these touchpoints are often overlooked?