When the customer experience is too complex, customers become frustrated. This is a major challenge for B2B companies as the B2B customer journey is becoming more complicated. Unlike B2C, the B2B customer journey is not linear. It is not a straight line through the sales funnel. You need to be prepared for customers with complex needs. Your CX strategy needs to accommodate those complex needs.
How to create a CX strategy
Now that we’ve outlined the key features of a well-thought-out CX strategy, let’s look at how you can create the one you need.
1. Evaluate your current strategy
The first step in the process is to assess your current CX strategy. You may not call it a CX strategy. It may not even be one coherent strategy. Instead, you may need to consider a wide range of plans, all of which influence how you shape the customer experience. However, at the end of this process, you will have a unified, holistic strategy that all parts of your company can draw upon when making decisions.
Think about what’s working in your current customer experience strategy. Where is it working? Where is it failing your customers? Is it linked and coherent? Or are there contradictions? How does your current strategy fit with your ideas for the new customer experience strategy? Understanding how you’re currently meeting customer needs allows you to highlight areas where there’s room for improvement.
