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The concept of customer experience has become one of the main focuses of customer-facing teams, and for good reason. The customer experience is at the forefront of everything a company does for its customers, whether it’s the products and services they provide or the simple, everyday interactions between them.

Concepts like customer-centricity and being customer-first are now at the forefront of a pioneering spirit in customer support and related fields, yet many companies are still falling behind. Improving the customer experience can have a significant impact on customer retention, profitability, and growth. So why is there still hesitancy, what gives?

For businesses that provide B2B customer support, there is often an underlying sense of hesitant confusion of why exactly they should even care about customer experience, after all their customers are other businesses and not single individuals. This conception couldn’t be more wrong. Every customer needs a customer-centric experience, and if one business isn’t providing that for them, they’re sure to find one that does.

Without a doubt, customer experience absolutely does matter in the B2B space – in many cases even more so than in B2C. In B2B your customers are bigger and require much more to ensure they have an experience that maintains them as a customer. This means a business needs to provide them great customer support and an ideal customer success program. If a business can work to ensure that customers are finding success and growth by using their products, then the customer experience is going to be an ideal one. 

According to Temkin’s survey of over 10,000 people in the US, they determined the role that emotion plays for customer loyalty (see the full infographic here).