Dutch B2B organizations lag behind on customer experience
You might expect that B2B organizations know only too well how important the customer experience is and that they respond well to it. After all, organizations that work for other organizations often have more one-on-one customer contact than B2C organizations.
Customer needs
Yet large-scale research by Blauw into the customer-drivenness of organizations among 11 sectors in the Netherlands shows that this is not always the case. In fact, B2B organizations are largely lagging behind other organizations in terms of customer experience. Why is this? And how can business-to-business service providers improve the customer experience?
63% of Dutch B2B organizations are in the three highest stages of customer centricity, while the average for other organizations in the Netherlands is 69%. Why is this so?
Online B2B services less aligned with customer needs
The Customer Experience Benchmark reveals that the online services of B2B organizations are less responsive to customer needs. About half of the B2B organizations indicate that their digital services meet customer needs, in contrast to 64% of other organizations in the Netherlands. This is quite remarkable at a time when there is a lot of online contact between companies as well, don't you think?
Customer feedback
Less pleasure in getting started with customer feedback
In addition, employees at B2B organizations are more likely to not know what actions they can take individually to improve an element of the customer experience. Employees have fewer customer insights with which to work, compared to other organizations in the Netherlands. The pleasure for B2B employees to work with customer feedback is therefore probably also less (54%) than at other organizations (68%). This while "action and fun" is an important building block of customer drive. These results are notable because B2B organizations often have more one-on-one contact with customers than B2C organizations.
CX Benchmark
CX Benchmark Infographic for B2B Organizations
Moreover, it seems that customer needs at B2B organizations have changed less since the COVID-19 situation than at other organizations in the Netherlands. Could that be why they have also acted less often éxtra customer-driven? In any case, there is work to be done for many B2B organizations. Do you work at a B2B organization and would you like to know which parts of your organization require improvement of the customer experience?
Download the CX Benchmark
This year, Blauw is launching the Customer Experience Benchmark for the first time, offering infographics for no fewer than 11 different sectors, including B2B organizations.
Featured
expertise(s)
Customer Experience
Excelling in customer experience? It starts with effective research
Wondering if we can do something for you?
