Last week, Ronni Marshak’s attention was drawn to a useful post in Customer Think, entitled, "B2B versus B2C - Debunking Five Customer Experience Myths" Since Ronni spends a lot of her working day helping businesses understand the customer experience needs of both business and consumer customers, she resonated with the points that author/consultant Tim Carrigan was making. So, in this article in our “How to Think About CX” series, Ronni expands on the five customer experience myths that Tim raises.
Consumers and Business Customers Are the Same People!
People are people. When they want to get something done or fixed, or to understand how something works, they rely on the same modus operandi as business customers that they rely on as consumers. If they are the kinds of people who like to talk things through with an understanding person, they’ll reach for the phone first. If they’re the kind of person who prefers to self-serve and who regards direct contact as a last resort, they’ll rely on your web site, on content you provide, and on useful forum posts. They may even reach out via Twitter.
Customer Experience Strategies Should Be Designed for People; Not Companies
If you’re in charge of marketing or customer experience or sales for a company that sells only to businesses, you may be relying too much on your direct sales force and/or your channel partners to meet your customers’ needs. Remember that the customer experience that’s associated with your brand and with your products surrounds those products. It extends far beyond the products themselves and it doesn’t have a lot to do with how good your salespeople are.