The Insidious Rise of Customer Obsession: How B2B is Finally Catching Up to B2C
As the concept of customer experience (CX) shifts from customer-centricity to customer obsession, the business world is finally waking up to the fact that pleasing customers is no longer enough. It’s time to go all in, with a relentless focus on every single touchpoint, leveraging every trick in the book – from technology to design to human insights – to deliver an experience that is nothing short of revolutionary. And, as Avinash Maharaj, Head of Digital Product Strategy at fintech specialist e4, will tell you, this is especially true for B2B.
For too long, B2B has been content with mediocre customer service, paying lip service to the idea of good customer experience while quietly collecting dust. But no more. The recognition is growing that B2B customers deserve the same level of excellence as B2C customers, and that means going all out to deliver a seamless, holistic experience that leaves customers breathless.
A Business Approach that’s Long Overdue
Maharaj’s words are stark: "Being customer-obsessed is a business approach that puts customer needs at the centre of an organisation’s culture and operations, rather than paying lip service to the idea of good customer service." He’s not mincing words – this is a new era, and businesses must adapt or die.
And adapt they must, because the stakes are high. The future of CX is all about hyper-personalisation and predictive insights powered by emerging technologies like AI and machine learning. But even as these technologies shape the future, Maharaj warns that the key to success lies not in the tech itself, but in understanding the customer’s needs and desires.
Siloed Operations are Dead
The old way of doing things – siloed operations, fragmented services – is dead. What’s needed is a cohesive strategy that delivers consistency and excellence at every customer interaction. And that means throwing out the rulebook and starting from scratch.
"The challenge is never losing sight that it’s about the customer, not just the best technology," Maharaj cautions. "By focusing on what customers want, the solutions will follow."
The Metrics That Matter
So, what does success look like in this brave new world of customer obsession? Maharaj’s answer is simple: "Two metrics usually sum it all up: friction and stickiness. Reducing the friction at an application, service and delivery level enhances CX satisfaction, while stickiness evaluates customer retention and engagement."
It’s a simple formula, but one that requires radical transformation. And that’s what makes this journey so fraught with peril. How do you balance the needs of the business with the demands of the customer? How do you keep up with the pace of innovation, while still delivering what customers want?
The Future of CX
In the end, it all comes down to one question: are you willing to put the customer at the centre of everything you do? If the answer is yes, then the future of CX is bright – but if the answer is no, then you may as well pack up and go home.
As Maharaj so eloquently puts it, "The journey to becoming customer-obsessed is not without challenges, but the rewards are immeasurable. For B2B, it’s long overdue."
