One common question we hear from business leaders is, "How do our customer experience scores compare to others?" Having this comparison is valuable if you define "others" in broad terms.
In the report, The Value of Making it Easy, Walker explores the impact of complexity on B-to-B companies. They show how the consumer experience is having an impact on B-to-B customer expectations. They refer to this as the "Amazon Effect" and state, "Our experiences as consumers, in the era of buying almost anything with just a few clicks, have paved the way for similar expectations for the B-to-B customer experience."
While B-to-B companies are different than B-to-C companies, the reality is B-to-B professionals are consumers and their consumer experiences are becoming easier. With consumer experiences shaping B-to-B expectations, it's time for B-to-B companies to define their benchmark comparison in broader terms. They cannot afford to solely compare themselves to others in the industry.
So, in addition to asking, "How do our scores compare with others in our industry?" they should also ask, "How do our scores compare to tconsumer experiences?"
It's time B-to-B companies raise the bar on simplicity and one way to do it is to set a higher standard.