At first glance, it might seem that delivering a great experience is easier for business-to-business (B2B) companies than for consumer-facing firms (B2C). B2B companies typically serve fewer customers, and a small pool of relationships can be mistaken for a smaller challenge compared with the millions of customers typical in the B2C world. But the reality is very different. There might be fewer of them, but B2B customer relationships are often highly complicated. They involve many....

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