{"id":9116,"date":"2022-12-02T15:42:02","date_gmt":"2022-12-02T14:42:02","guid":{"rendered":"https:\/\/www.thron.com\/blog\/cx-b2b\/"},"modified":"2024-01-12T09:31:37","modified_gmt":"2024-01-12T08:31:37","slug":"b2b-cx","status":"publish","type":"post","link":"https:\/\/www.thron.com\/en\/blog\/product\/b2b-cx\/","title":{"rendered":"Forrester: time to market with THRON is worth over $300K"},"content":{"rendered":"\n

A customer’s experience is related to all their interactions with a brand.<\/p>\n\n\n\n

According to Forrester, content management plays a crucial role in this respect.<\/p>\n\n\n\n

An inefficient asset lifecycle has negative impacts on customer experience, even for B2B customers.<\/p>\n\n\n\n

In this article we understand why and delve into the concrete economic impacts and benefits that a platform like THRON provides.<\/p>\n\n\n\n

B2B Customer Experience: what is it?<\/h2>\n\n\n\n

Paraphrasing Forrester’s definition1<\/sup>, Customer Experience (or CX) can be defined as \u201cthe way customers perceive their interactions with a specific organisation<\/em>\u201d.<\/p>\n\n\n\n

Expressed in the B2B world, CX is nothing more than the way a customer company perceives its interaction with a specific organisation.<\/p>\n\n\n\n

Commercial<\/strong> buyers<\/strong> do not discount it: 80% <\/strong>of them expect a similar buying experience to B2C<\/strong>2<\/sup>. And in the B2B world,  a customer’s experience is much more than a sum of perceptions. <\/p>\n\n\n\n

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Source: 75 must-know Customer Experience Statistics to move your business forward in 2022,<\/em> 2022, SmartKarrot.<\/strong><\/p>\n\n\n\n

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Interactions between companies are business processes<\/strong> and their performance are strategic for all organisations involved.<\/p>\n\n\n\n

There are several quantitative metrics<\/strong> that measure the impact of a good business partner experience and, according to Forrester3<\/sup>, content plays a key role<\/strong> in this respect.<\/p>\n\n\n\n

1<\/sup> Customer Experience Defined<\/em>, 2010, Forrester.
2<\/sup> 75 must-know Customer Experience Statistics to move your business forward in 2022<\/em>, 2022, SmartKarrot.
3<\/sup> The State of B2B Content<\/em>, 2022, Forrester.
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Effects of chaotic content management on B2B CX<\/h2>\n\n\n\n

When two companies collaborate, they do so through processes fuelled by content and information.<\/p>\n\n\n\n

To understand the key role of digital assets, let us a classic example of a B2B relationship<\/strong>: that between a manufacturer and a reseller<\/strong>. <\/p>\n\n\n\n

In addition to economic and financial flows, the processes of the two organisations are intertwined because the first shares digital assets with the second throughout the entire purchasing cycle<\/strong>.<\/p>\n\n\n\n

In this specific case, the manufacturer shares content and information about the products to be sold with the reseller that need content and information to best position the products on its end channels.<\/p>\n\n\n\n

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Example of B2B relationship and related digital assets flow without THRON<\/strong><\/p>\n\n\n\n

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Each asset has its own lifecycle that, if not managed appropriately, generates negative impacts <\/strong>for both companies, particularly in terms of the B2B Customer Experience, because:<\/p>\n\n\n\n