April 10, 2021
Much has been written on how these two key components work together. Most opinions highlight that both are in fact important. I agree with this perspective, but when push comes to shove, which do you prioritize? Quite simply, the outcomes fall into four categories:
Based on these likely outcomes, prioritizing the experience is the right play. My colleague and friend Dan Bernoske lays out how these experiences are related in this related article: https://salesbenchmarkindex.com/insights/4-elements-of-superior-customer-success-and-customer-experience/
Executing a great Customer Experience is clearly important. How do you execute on this strategy?
In the B2B world, we cannot dismiss the importance of delivering on the outcomes. At day’s end, you need to deliver an ROI. But never forget, humans make these decisions, and choose to buy from people that they like and trust. To do this, you need to listen, make them feel important, and understand their problems. This requires an emotional connection.
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Prior to joining SBI, Fred held a variety of leadership positions with multinational Fortune 50 companies. He has worked in product/program/channel management, sales operations, and served as a Chief of Staff.