When people think of “competitive advantage,” they most often think of product features and functions. Very little research exists characterizing the competitive advantage of customer experience.
CX Advantage provides a clear picture of the opportunity that is available for B-to-B organizations; the opportunity to leverage the experience to achieve business results. In this report Walker reviews the customer experience payoff, the reality B-to-B companies face today, and what customer experience professionals must do to realize the opportunity.
Without a clear conception of how the customer experience can create a competitive advantage, today’s B-to-B firms are leaving a lot on the table. There are significant opportunities for those who embrace customer experience as a competitive differentiation strategy.