B2B Customer Experience: Why It Matters and Where to Start

By Maria Geokezas, VP of Client Services at Heinz Marketing
Customer experience matters – to the tune of $1 billion a year for SaaS-based companies alone.  And most CMOs know customer experience matters but sadly, only 57% of them report marginal customer experience impact.
Customer experience impacts the business’ bottom line.  In a recent study, the Temkin Group found that when faced with a positive customer experience customers spend more.
86% of buyers are willing to pay more for a great customer experience
73% of buyers point to customer experience as an important factor in purchasing decisions
65% of buyers find a positive experience with a brand to be more influential than great advertising
Where to Start
Customer experience is described in many different ways depending on who you talk to.  Some business execs think of it as customer service.  Some marketers may think of it as the impressions they create with their brand and marketing messages.