Buying a car isn’t about the body or the engine. It’s about how you feel inside.
The difference between a taxi and a Lyft isn’t really about price. It’s about the experience.
Tiffani Bova, in her time as a distinguished fellow at Gartner and now as an evangelist at Salesforce, has seen countless companies let alone industries fall to the wayside by focusing on product and features while neglecting experience.
She’s also seen companies obsess about experience and run circles around companies that technically might have a superior product.
And it’s the lessons from B2C companies, she says, that are most relevant (and increasingly urgent) for B2B companies to adopt.
Tiffani shared several of these examples at last week’s Zoominfo Growth Acceleration Summit, and is working on a book highlighting further examples and lessons.
“The lines between B2B and B2C are blurring, and it’s now B2E – business to experience,” she said. “We are all consumers