The B2B Customer Experience


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Tony Zambito over at The Social Customer has written a post on the importance of Buyer Experience Innovation, in which he describes the Buyer Experience as:

“Creating in totality an ideal buying experience and innovative interactions that engages as well as enables buyers to enter into a transactional and loyal relationship with the organization”

I think Tony’s description of the Buyer Experience is a nice activation compliment to our more global description of the customer experience:

A Customer Experience is an interaction between an organization and a Customer. It is a blend of an organization’s physical performance, the senses stimulated and emotions evoked, each intuitively measured against customer expectations across all moments of contact.

Tony’s blog post goes onto describe some key tips for B2B CEO’s on how to make their buyer experience a priority within their organisation. If you are an eager member of your organisation and looking to convince a senior management team on the importance of the customer experience then have a read of our post on Engaging the Senior Team

Thanks to williamcho for the image

Republished with author's permission from original post.

Colin Shaw
Colin is an original pioneer of Customer Experience. LinkedIn has recognized Colin as one of the ‘World's Top 150 Business Influencers’ Colin is an official LinkedIn "Top Voice", with over 280,000 followers & 80,000 subscribed to his newsletter 'Why Customers Buy'. Colin's consulting company Beyond Philosophy, was recognized by the Financial Times as ‘one of the leading consultancies’. Colin is the co-host of the highly successful Intuitive Customer podcast, which is rated in the top 2% of podcasts.


  1. Hi Colin,

    Thank you for the mention in your article. Moving a Senior Team to act on buyer experience and to see how it fits into overall customer experience initiatives is truly a challenge indeed.



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