The answer is: YES! Instead of just talking about B2B versus B2C, we should focus on what it really is all about: B2P - Business to People. You don't do business with an entity or an organisation - you do business with people working for an organisation. And those people have emotions, opinions and requirements. In order to be successful in B2B, you need to understand the individuals with whom you interact. This is often more complex than in a pure B2C context, as you interact with multiple stakeholders within the same organisation, and they very seldom have identical views and needs. But by applying the Six Pillars of Customer Experience Excellence, by understanding the key moments along the customer journey, and by adopting the most suitable relationship model, you can put yourself in control of your B2B customer experience.
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