Customer experience can be a competitive advantage for today’s B-to-B companies. The key to getting started is understanding these three points:
Companies can no longer compete solely on products. Speed of innovation and easy replication make competing on product alone risky.
The product and experience are interwoven. There’s little distinction between the product and the experience in the minds of customers. They are virtually one in the same.
The experience starts before any interaction. From the moment of awareness, well-informed, savvy customers challenge B-to-B companies to show their value and prove their worth.