B-to-B CX is hot- at least to me!


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The last business book I was reading took a familiar path when it came to the discussion of customer experience. They raved about Zappos, Southwest Airlines, and Apple. Yawn.

Don’t get me wrong – they are great companies to hold up as role models. It’s just that they seem to be cited all the time. Zappos’ great service, Southwest Airlines’ no-nonsense approach, and Apple’s awesome products. I get it and I’m impressed. I’m just tired of hearing about it.

So what do I find interesting? B-to-B examples!

B-to-B seems to go under the radar, but I love the way the way they are more down to earth. They are not focused on a slick brand or a rock star CEO. Instead, B-to-B examples are often more practical and bottom-line focused. My favorites include:

  • An account manager that salvaged a customer account when he he read their feedback and jumped into action.
  • A company that cut costs by diagnosing a process improvement from a stream of customer comments.
  • A channel partner that boosted sales by following up with customers that shared their interest in a new solution.

Without a doubt, B-to-B CX is different and it’s time we focus more on its unique characteristics. Toward that end my organization is even planning a customer experience summit specifically for B-to-B companies.

So please – make my day! Share your stories of B-to-B customer experience success.

Patrick Gibbons


Republished with author's permission from original post.

Patrick Gibbons
As senior vice president of marketing, Gibbons has global responsibility for definition, branding, and promotion of the company and its solutions. In addition, he works with market leading organizations to develop communication initiatives that engage employees around customer-focused strategies.


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