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Blink 3 of 8 - The 5 AM Club
by Robin Sharma
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B2B Customer Experience summary
Paul Hague & Nicholas Hague
A Practical Guide to Delivering Exceptional CX
20 mins
Brief summary
B2B Customer Experience examines the intricacies of business-to-business relationships, offering strategies to enhance customer satisfaction and loyalty through tailored experiences. It highlights the critical role of understanding customer needs in driving business success.
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B2B Customer Experience
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Why customer experience matters
You might think that as a B2B business owner, your focus should remain squarely on your processes and products. After all, you’re not selling to individual consumers, you’re selling to other businesses. Shouldn’t that make customer experience less important? The reality tells a different story.
You see, B2C expectations are bleeding into B2B demands. When your business customers experience same-day delivery from Amazon or encounter exceptional service at McDonald’s, they begin asking themselves a simple question: Why can’t my B2B suppliers do the same? Customer experience has become a baseline expectation not just a nice to have.
Understanding customer experience starts with recognizing that it’s all about emotions. Your goal is to generate as many positive emotions as possible through your everyday actions. No grand, elaborate gestures needed. What matters is that your entire organization embraces customer experience as a shared priority. Everyone, from leadership to frontline staff, must be committed to making it work.
When you invest in exceptional customer experience, you cultivate loyalty that translates into long-term business growth. Of course, customers must want your product in the first place. But retention – keeping them coming back – requires managing some common pitfalls.
The first challenge is handling mistakes gracefully. When you fail, act immediately to fix the problem. Apologize sincerely and then do something special – offer them a “+1.” The second threat comes from competitors offering better deals. Rather than simply slashing prices, bundle your offerings strategically. If your customer experience has been consistently excellent, they’ll choose loyalty over a marginal discount.
As you commit to improving your customer experience, you’ll need to measure it. The challenge is that customers rarely volunteer their feelings to suppliers. This is where using a net promoter score or NPS enters the picture. This elegant metric asks one straightforward question: On a scale of 0 to 10, how likely are you to recommend this supplier to a colleague?
The scoring is simple. Responses of 0–6 are “detractors,” 9–10 are “promoters,” and 7–8 are “passives” and are not included in the calculation. Your NPS is calculated by subtracting the percentage of detractors from the percentage promoters. The average B2B company scores around 30, while 50 is considered excellent.
Improving your NPS requires genuine commitment – both financial resources and sustained effort. Understanding where you stand is the first step toward meaningful progress.
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What is B2B Customer Experience about?
B2B Customer Experience (2018) is a practical handbook that guides organizations through creating and delivering exceptional customer experiences specifically within the business-to-business sector. It walks you through five key stages – planning, mapping, structuring, implementing, and controlling an effective B2B customer experience strategy.
Who should read B2B Customer Experience?
- B2B sales and marketing managers looking to boost customer loyalty and competitive advantage
- Business leaders seeking practical frameworks to improve client relationships and retention strategies
- Customer service professionals who need to understand emotional engagement in corporate business settings
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