The 10 best B2B customer experiences

Once overlooked, customer experience is now a pillar of the business-to-business (B2B) world. A recent survey found that 90% of B2B leaders say customer experience is crucial to their companies’ strategic priorities. Here are 10 of the best B2B companies that are finding innovative ways to give customers what they want by focusing on customer-first cultures and strong relationships:

  1. IBM – IBM assigns each customer a team of specialists to help them integrate IBM cloud storage into their existing processes by training them on the best applications for their business. IBM also regularly asks for feedback from its B2B customers to improve its products, which contributes to the company’s high customer retention rate.
  2. Adobe – Adobe’s HR function oversees both employees and customers. Front-line employees test out new products and give their honest feedback. The idea is that employees who are removed from creating the product have a similar perspective to customers and can point out any issues.
  3. FedEx – FedEx recently streamlined its communication to create a single customer-focused newsletter instead of multiple emails from different departments. Streamlining communication makes things simpler for both employees and customers and helps customers easily find accurate information. 
  4. Wells Fargo – many of Wells Fargo’s B2B customers are small businesses, and the bank provides numerous training resources on how to build and strengthen businesses on topics ranging from marketing to payroll. The bank also offers streamlined solutions that integrate with other programs.
  5. Slack – Slack uses customer experience to transform how companies and teams communicate. From the company’s early days, it has relied on customer feedback to fine-tune the service.
  6. GE – GE operates two customer experience centers that showcase its many capabilities. Potential customers can visit the centers to see GE’s manufacturing systems in action and discuss a personalized plan with customer experience representatives. Instead of just telling potential customers about their products, the customer experience centers allow companies to see exactly how GE could help their business grow.
  7. Workday – the company works with each of its customers to create personalized plans to reach their goals. Each customer is assigned a customer success manager who assists with training, support and additional resources to help reach those goals.
  8. Salesforce – the company breaks down silos to create a cohesive customer experience that unifies service, marketing and commerce under a single platform. Customers can easily purchase the product, learn about its features and trouble-shoot any issues without getting the runaround.
  9. DHL – DHL focuses on creating satisfied employees. The company recently underwent a major reorganization to create more cohesive teams with streamlined communication and clear expectations.
  10. Costco – business customers can easily make purchases and returns and get personalized service. Costco goes out of its way to make life easier for business customers with services like delivery and early store access.