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Why B2B customer experience is just as vital for growth as B2C

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Think about the last time you opened Netflix on your tablet or smart TV.

Perhaps you began browsing without knowing at first which series you wanted to binge. You may not have even been sure whether you genuinely wanted to watch anything at all. But thanks to the streaming giant’s whip-smart algorithms, chances are that you soon found just the right title to entertain, inform, engage, or terrify yourself.

Fast. Personalized. Effortless. It’s little wonder that to many marketers, Netflix epitomizes the optimal customer experience.

If you’re running a B2B company, you should take note: delivering on similarly high standards of customer experience can reduce customer churn by up to 15%, according to research by McKinsey & Company.

Accordingly, B2B companies should take CX just as seriously as their B2C counterparts–and if they do, they can reap big rewards.

If pioneering a first-class CX plays a critical role in retaining and attracting customers, it follows that it’s also a boon to revenue. Take Amazon Web Services (AWS), which accounts for nearly a........

© Fast Company

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