When I go to customer experience conferences, B2B companies are underrepresented, both in attendees and speakers. When clients look for benchmark data, B2B reports are few and far between.

These are just two examples of why I want to revisit a question I posed in a post I wrote two years ago: If you work for a B2B company, is customer experience an important focus? In short, yes.

Clearly, there are differences between B2B companies and customers and their counterparts on the B2C side. There are other differences, too: different challenges, different approaches, different personas, different stakeholders, different customers (partners vs. end users), and different desired outcomes. The B2B customer experience has its complexities but that doesn't mean we should throw our hands up and ignore this important business type and its customers.

 …