The line between the B2B and B2C customer experience is blurring, forever changed by the pandemic. Over the past year, the requirement to work from home has generated a shift in corporate behaviours, creating a less formal, more personal environment in which to do business. An intimacy and informality has emerged, with dogs barking, deliveries arriving and children pestering parents during video calls.
B2B firms have realized that the organizations they’re selling to consist of real people—people who, perhaps, love cooking Indian food, enjoy cycling, like taking the dog for a walk and watching their children play football at the weekends. The more B2B organizations get to know their clients at a personal level, the better the relationship becomes and the greater the customer experience.
With 80% respondents in a Salesforce study saying their experiences are as important as a company’s products and services, organizations must rethink the B2B customer experience if they are to continue to meet clients’ expectations in a relevant, thoughtful way.
Here, Pitney Bowes VP & UK/ROI Country Leader Ryan Higginson doles out 7 predictions on the customer experience going forward:
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