Why is it that B2B customer experience (CX) ratings fall so far behind their equivalents in the B2C market?
Global consulting firm McKinsey reports that B2C companies tend to receive satisfaction ratings between 65 and 85 percent. By contrast, B2B firms tend to receive approval ratings under 50 percent.
Plan for the Uniqueness of B2B Selling
Perhaps the most obvious explanation is the sheer complexity of shaping a B2B CX effort. In a blog post last year discussing the methodology behind its newly-launched B2B Tech Customer Experience Index, research firm Forrester highlighted three major differences between CX in the B2B buying world compared with B2C consumers:
