Regardless of what hat your customers are wearing when they do business with you—parent, employee, soccer coach—they all want a great customer experience. And the key things that any customer wants are:
- To trust their suppliers
- To achieve their outcomes with a minimum of fuss and obstacles
- To always get what they want in a timely (by their definition) fashion
- To always know what to do to get what they want and need (no confusion)
- To feel special and valued as a customer
This week, I look at what roles and challenges B2B and B2C customers have in common. My advice is to focus on providing a stellar experience for the individual customer without allowing your CX decisions to be based on arbitrary categorization—B2B versus B2C. But, DO take into account what ROLE each customer is playing as they move through the plan, explore, select, buy, use, manage/maintain, renew/replace phases of their engagement with each of your products and services. In this way, you are sure to provide the best customer experience for your individual customers, whether they are wearing a business or consumer hat.
How B2C Customers Are Similar to B2B Customers
The Roles Consumers Play as They Interact with Your Firm
By Ronni T. Marshak, Executive VP and Senior Consultant, Patricia Seybold Group, October 4, 2012
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