Developing a strong customer-centric culture is just as critical for B2B businesses as it is for B2C businesses, but the complexity is greater — a lot greater. When B2B businesses talk about customers, it often feels like each part of the organization is speaking a different language.
In B2B, a single customer may purchase products and services from multiple lines of business. A single customer may also include a dozen or more stakeholders, each of whom interact differently with the....