Article originally published on Forbes.
Not long ago, customer-centricity was considered a sole domain of retail and e-commerce businesses. Sales and marketing were critical for B2B business, but customer-centricity was optional. This has changed in the last few years.
With buyers emphasizing customer experience and companies focused on organic product-driven growth, there is a renewed emphasis on customer-centricity in B2B companies. Customer-centricity encourages a culture of respect and interaction with the customer. It ensures a better customer experience, which in turn boosts customer satisfaction.
And yet… there’s a serious disconnect between customer expectations and their average experience score for B2B companies.
We need a revolution, and it needs to come from the leadership team.