From a host of breathless blog posts and enraptured articles, we all know what a B2C customer experience is supposed to look like: the customer enters a store and is immediately whisked away to a world of personalized activities that enhance the buyer’s connection to the seller. We often hear how this customer should be “delighted” or “enchanted.” It sounds a lot more like a Disneyland attraction than a shopping experience.
The B2B customer has a customer experience, too — but it’s based on other considerations. B2B buyers don’t need immersion or enchantment: they have something they need to buy to keep their businesses running and profitable. They want to sustain their business, not be immersed in someone else’s.
Just the same, they have a customer experience. And if you’re paying attention to the way buyers are buying, it should be clear that the experience starts long before they make contact with your sales staff.