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How Global Industrial Leaders Elevate their Customer Experience

Manage customer experience and B2B partnerships with a vision for the long-term

The B2B space presents a number of notable challenges for customer experience. A complex web of internal stakeholders, multi-year multi-transaction engagements, structured sales process, and legacy data and relationship management practices often greatly increase complexity and deter change. However, leaders with a clear vision can create tangible business benefits for their enterprises.

In our experience with Industrial leaders, we’ve come across these simple steps for implementing a holistic customer experience program:


  1. Map out customer journeys and organizational hierarchies: who are the stakeholders on the client side you’re dealing with? Can you map their interactions with your organization? Do you know their internal stakeholders? Using this process, you will fill in existing data gaps and help your employees understand customer personas better.
  1. Design a customer feedback collection process: think about the current ways your employees connect with their customer stakeholders. What are the current approaches and what is missing? Are existing feedback collection processes unbiased? How can you incentivize employees to understand customer needs in depth? A combination of transactional and relationship surveys and in-depth interviews can be deployed selectively to mirror the close B2B relationships.
  1. Demonstrate commitment through action: how is customer feedback embedded in the organization? Can employees propose and implement customer-driven improvements? Are customers aware of their impact on the organization? In a B2B environment, it’s even easier to get everyone to play a part in the process. In this way, you will engage both customers and employees better in working together for healthier business relationships.
  1. Measure the business impact: Improved customer experience delivers very tangible business benefits, ultimately increasing customer lifetime value. Do you currently prioritize improvements based on their return on investment? Do you know what matters most for the customers? Quantifying customer experience allows your teams to grow the business in a focused and effective manner.

In managing customer experience in more structured and effective ways, B2B organizations can demonstrate commitment beyond expectations. This powerful message matters even more when customers are long-term partners. Involving them in the evolution of the organization can future-proof the organization with customer-driven innovation or process optimizations.

If you would like more information on customer experience in the B2B context, you can contact us at

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