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July 05 2010 3:30 PM

Everything You Ever Wanted to Know About Customer Experience But Were Afraid To Ask…


The phrase “customer experience” is on everyone’s lips these days, so we thought it was high time we ran a series of blogs to deal with how this issue is being dealt with in the B2B world. So, over the next few months, that is precisely what we aim to do.

But before you can answer the question of how to improve customer experience, I think it is useful to ask why it should suddenly be so important. After all, isn’t all a bit obvious? We’ve known for some time that making customers happy is a better idea than pissing them off.  But as with so much business thinking, there are some critical subtleties of meaning here. Look a little closer and you’ll see why customer experience is actually a more complex issue than it first seems, and deserving of further analysis by B2B organisations.

Here are, I believe, the three main reasons that the concept of customer experience has risen up the business agenda.