有很大的证据表明积极的客户经验与业务增长相关。
Most customers spend more as a result of a positive customer experience, and more than half of customers who recommend a brand do so because of the customer experience (versus other factors, such as price or product), research has found.
然而，许多公司未能提供出色的客户体验。
Yet, poor customer experience drives brand switching—typically a key reason for three quarters of lost customers. And most customers who suffer a bad customer experience spread negative word-of-mouth.
Recent research* conducted by B2B International found that only 14% of large B2B organizations are truly customer-centric—i.e., the customer experience is ingrained in the fabric of the company.
该发现表明，B2B公司有重大工作要做，以便更加以客户为中心，但它还为B2B公司提供了巨大的机会，通过提供优越的客户体验来区分其品牌。
那么，B2B公司需要做些什么来提供差异化的客户体验？
In examining the customer experience of over 500 B2B brands, we identified the six pillars behind B2B customer experience excellence, and then we tested the performance of those pillars in a recent survey* of B2B marketers of large firms:
1. Commitment
The first step in customer experience excellence is to be committed to satisfying customers and making them feel valued. Without that commitment across the company, it is significantly more difficult to succeed on the remaining pillars of customer experience excellence.
Only around a half of B2B firms are committed—again, highlighting the opportunity for B2B companies to differentiate through customer-centricity.
2.履行
Many B2B firms are guilty of selling products and services that they want to sell, rather than what the customer really wants and values. Rightly, then, the next pillar of customer experience excellence relates to understanding and delivering on customer needs.
它有点令人担心，只有38％的B2B公司对这一重要要求表现良好，表明需要B2B公司更好地与客户想要和欲望的提供。
3. Seamlessness
公司可以提供有价值的产品和服务，但客户如何感知entire journey, from registering the need to receiving the final deliverable?
Across hundreds of B2B brands, a key driver of overall satisfaction and loyalty is ease of doing business with the supplier. Whether it's a manufacturing company, a reseller or a financial services supplier, seamlessness is vital to a successful customer experience.
因此，无缝，使其成为卓越的六位客户体验柱子，但在这方面只有4件B2B公司表现良好。
4. Responsiveness
客户以客户为中心，使客户觉得它们是最重要的客户，而且responsiveness有很长的路要向客户展示他们受到重视。
Responsiveness is a critical pillar of customer experience excellence that spans touchpoints across the customer journey, such as communications, deliveries, and issue resolution.
Failing on this important requirement can increase customer defection, and so it is alarming that only 39% of B2B firms perform well on responsiveness.
5. Proactivity
更复杂的以客户为中心的业务是那些积极主动提供优越的客户体验的企业。这些公司预计客户需求和欲望，并努力解决在客户感觉疼痛之前的问题。这样做要求供应商走进客户的鞋子，以预见潜在的客户需求和痛点，并为他们提供全面准备。只需四分之一的B2B公司承认在课程中表现良好。
6. Evolution
The final pillar, evolution, describes the totally customer-centric firm that recognizing it must always make improvements to the customer experience because customer needs, attitudes, and behaviors change over time.
只有27％的B2B公司表示，他们对这种持续改进过程表现良好;因此，近四分之四的B2B公司承认不持续解决客户体验的弱点。
* * *
有趣的是，基于知识的公司（例如那些，金融和专业服务，医疗保健和教育）倾向于将其客户体验表现高于贸易和服务的公司（如批发，电信和公用事业）和公司在制造和施工中。
基于知识的公司需要更多的客户互动，因此可以有更多的机会构建强大的客户关系，这对于在B2B市场驾驶客户体验方面至关重要。
*Asurvey of 266 B2B marketing professionals在2015年的最后一季度进行。该研究跨越北美和欧洲，并调查的大公司服务业务（平均受访者业务规模为60亿美元收入）。
More Resources on the Pillars of Customer Experience
Goodbye Funnel, Hello Flywheel: How to Build the New Customer Experience (CX)
