The Case for B2B Customer Experience
PK’s own Martin Mehalchin recently had the opportunity to contribute to a Forrester B2B Customer Experience Report, How B2B Companies Make The Case For Customer Experience, published by Forrester Analysts Deanna Laufer and Maxie Schmidt-Subramanian. In the article, Laufer and Schmidt-Subramanian discuss successful business cases from B2B Customer Experience executives for investing in Customer Experience (CX) programs.
One of the key take-aways from the Forrester report is the need for CX leaders to systematically approach how they manage, collect, and analyze CX data to model customer experience and financial outcomes. B2B CX leaders must integrate data from a broad range of sources, rigorously test and evaluate, and identify the right mix of CX measures for each channel, product, region or business unit.
Forrester goes on to highlight how successful CX leaders are leveraging segmentation models and consumer research to target specific customers and interactions. By identifying the variances in expectations, roles, and financial outcomes within different customer segments, they are able to create more actionable insights from journey mapping and voice of the customer program data.
Interested in learning more about B2B customer experience? Check out our B2B:CX article – a deep dive on customer experience in a commercial context.Tags: B2B, Customer Experience, Forrester Report