B2B Customer Experience: Start Playing to Win and Stop Playing Not To Lose
Accenture © July 2014
Customer experience (CX) is widely recognized as critical to growth – so why are most B2B companies typically ineffectively using so much of their significant investments in the name of customer experience?
Recent Accenture research reveals that for more than half of B2B companies around the world and across industries, nearly half of their CX investments are ineffective. What can B2B companies (in sectors such as insurance, automotive, telecommunications, high tech, consumer goods and pharmaceuticals) do to improve?
Accenture has identified masters in CX: these companies generate higher-than-average revenue growth, and they both develop strong customer experience strategies and execute them well. Other companies can learn from the masters how to “play to win” and stop “playing not to lose”.