Eric Bernstein, the CEO of Odessa, discusses the importance of customer experience (CX) in B2B technology companies. He points out that B2B technology often lags behind B2C in terms of CX because these companies fail to remember that they are ultimately selling to humans, not just the businesses for which those humans work. He gives an example of how overcomplicated products can lead to poor adoption and attrition.
To improve CX in B2B technology companies, Bernstein suggests looking at excellence in B2C companies like Zappos. Zappos’ CEO Tony Hsieh focused on customer service as a critical area for improvement, creating a culture oriented around delighting the customer and creating an emotional impact. Zappos offered free shipping and returns, 365-day returns, and 24/7 call center service. This emphasis on excellent CX fosters word of mouth, which is more valuable than any advertisement.
B2B companies struggle to replicate this approach because they do not always consider the humans within the businesses they sell to. Bernstein suggests getting more frequent feedback from customers and designing products with individuals in mind, not just the businesses. Developing customer journey maps and asking the right questions when collecting feedback can help improve the overall experience for the users.
A strong CX can have a significant impact on a company, affecting everything from customer lifetime value to marketing expenses. Bernstein notes that customers are naturally loyal and are more likely to stick with a company that provides an excellent experience. By mastering CX, companies can improve their reputation and increase word of mouth marketing, leading to improved retention rates.
Overall, Bernstein emphasizes the importance of focusing on the customer experience in B2B technology companies. By taking inspiration from successful B2C companies like Zappos and prioritizing ease of use and customer satisfaction, B2B companies can catch up in terms of CX. Improving CX can have a positive impact on all aspects of a business, from customer loyalty to marketing efforts.
