The customer experience world is changing. The B-to-B companies that will win in the future are beginning to prepare by:
- Recognizing the shift that’s taking place: Companies need to recognize changing customer expectations and evolve, with emphasis on leveraging big data and advanced analytics.
- Aligning the right resources: Enlightened companies must view the customer experience as a strategic, C-level initiative. In the future, the responsibility of a “chief customer champion” will become more common, serving one purpose – to create an unrelenting focus on the customer throughout the enterprise.
- Focusing on the right metrics: What gets measured gets managed, and what is being measured today will evolve to meet customer needs of the future. Today, many customer-focused metrics are narrowly focused on solicited feedback from surveys. While solicited input will continue to be used, companies will progress to include a more holistic measurement of customer engagement.