Is Customer Delight a Viable Concept in the B2B World?
In the early 1990s, a senior executive with a large West Coast retail bank described her organization’s customer service as “the cream of the crap.” In her opinion, it really wasn’t very good, but it was better than their competitors.
When the bank did customer surveys, a common gripe was its account opening process. It seemed customers were constantly having to redo paperwork (remember, this was the early ‘90s) because of mistakes by the bank. And this was commonplace across all financial institutions in the market. In response, the bank launched an internal campaign — DIRFT, “do it right the first time.” And it worked. At least well enough for the bank to become the “cream” and rise above its competition.
But this was retail banking — B2C. Retail, regardless of industry, has always been more conscious of customer service and its importance to a long-term relationship than B2B firms. Now B2C companies that don’t create an engaging, near-frictionless customer journey at every t...