A customer-obsessed mindset is no longer the preserve of B2C companies

 

The concept of customer experience (CX) has shifted from customer-centricity to customer obsession, making it much more comprehensive and immersive than ever before. Where customer-centricity sets its sights on understanding and meeting customer needs, customer obsession goes a step beyond by integrating every aspect of a business—leveraging technology, design, and human insights to deliver superior, holistic user experience. This transformation is on fertile ground within the B2B sector, where businesses are recognising the need to provide the same high-quality experiences that B2C customers usually expect, says Avinash Maharaj, Head of Digital Product Strategy at fintech specialist e4.

 

Being customer-obsessed is a business approach that puts customer needs at the centre of an organisation’s culture and operations instead of paying lip service to the idea of good customer service. “It involves a deep commitment to exceeding customer expectations at every touchpoint. In CX discussions, the focus is often narrowed on the technology aspect, but every element within a company and every touchpoint with a client contributes to the overall user experience. CX should be viewed as a company-wide initiative rather than solely a technology strategy,” explains Maharaj.

 

He says creating a truly holistic customer experience is the result of the painstaking integration of people, technology, design, and business intelligence. “Each element plays a vital role in creating journeys that resonate with clients. By combining insights from industry research, technological advancements, and customer feedback, we can design products and services that meet customers where they are on their own business journey. By focusing on the intersection of customer needs, technology, and business strategy, we’re also able to constantly realign our efforts to ensure we can adapt and realign if necessary.”

 

From initial sales conversations to ongoing support, each touchpoint is an opportunity to reinforce a brand’s commitment to customer satisfaction. “Delivering an exceptional experience is a holistic endeavour that requires a shift from siloed operations to a cohesive strategy that delivers consistency and excellence at every customer interaction,” notes Maharaj. Of course, delivering a holistic customer experience today involves multiple digital touchpoints too, which is why a digital-first approach is so central to enhancing customer interactions and streamlining processes in the B2B space. The challenge, says Maharaj, is never losing sight that it’s about the customer, not just the best technology. “By focusing on what customers want, the solutions will follow. It’s critical to understand the problems and pain points first, and then being ready to position ourselves with the right solution in the markets we operate within.”

 

While B2B transactions involve businesses, it’s essential to remember that behind every interaction are individuals with unique needs and goals. Applying B2C-level customer experience strategies, like personalisation, seamless onboarding and digitally assisted support to B2B interactions, recognises the human element and fosters deeper customer connections. “In the B2B space, providing customer-obsessed experiences is becoming much more commonplace, and with good reason. More organisations are realising that this is the next step in maturing a competitive advantage and refining what counts as a unique value proposition to attract new customers while keeping existing customers happy,” says Maharaj.

 

So, what metrics should organisations use to determine CX success? “Ultimately, two metrics usually sum it all up: friction and stickiness. Reducing the friction at an application, service, and delivery level enhances CX satisfaction while stickiness evaluates customer retention and engagement. Are clients coming back, are they checking, are they reacting are they buying? Monitoring the elements of stickiness gives insight into how relevant the current personalisation tactic is and what the next steps on the personalisation journey should be,” notes Maharaj.

 

The journey to becoming customer-obsessed is not without challenges. “Managing business demands is equally vital. Most businesses don’t have the luxury of patience and/or freedom to experiment as they operate in a landscape characterised by constant pressure to meet various demands: budgets, sales targets, competition, market dynamics, and stakeholder expectations. It’s crucial to strike a delicate balance between enabling employee creativity in their work and addressing the immediate needs of the business that pays the bills and satisfies stakeholders. Finding this equilibrium is fundamental to a successful CX strategy,” he adds.

 

The future of CX is set to embrace hyper-personalisation and predictive insights powered by emerging technologies like AI and machine learning. Maharaj says that by transitioning control from businesses to customers through user-powered AI, organisations will be better equipped to anticipate customer needs and deliver tailored experiences. “Even in the face of emerging technology, adopting a company-wide approach to CX and integrating technology with a deep understanding of customer needs is what will ultimately drive long-term success. A customer-obsessed mindset is long overdue in the B2B space.”

 

Ends.

Leave a Comment

Your email address will not be published.

You may also like

Business Economy Finance Fintech

Zero Processing Fee; GTBank Removes Point of Sale (POS) Processing Fees to Support Businesses

post-image

Guaranty Trust Bank Ltd (www.GTBank.com) has announced the removal of processing fees on all GTBank POS terminals, reinforcing its commitment to supporting businesses with cost-effective payment solutions.

 

This initiative, which took effect Tuesday, 11 February 2025, communicates that merchants using GTBank POS terminals will no longer incur Merchant Service Charges (MSC) when receiving payments from customers.

At Guaranty Trust Bank, we are always looking for ways to add value to our financial ecosystem

With this initiative, all qualifying SME Merchants can now receive payments at zero cost, allowing them to reduce operational expenses, whilst promoting the merchant’s enterprise, and enhancing customer experience.

Speaking on the initiative, Miriam Olusanya, Managing Director, Guaranty Trust Bank Nigeria, said: “At Guaranty Trust Bank, we are always looking for ways to add value to our financial ecosystem. By implementing the zero processing fees on POS transactions, we are empowering businesses to…

Read More
Business

Anambra South Concerned Citizens Petition INEC Over Senate Vacancy

post-image

 

The Anambra South Concerned Citizens, led by Engr. Ikechukwu Nwosu, Convener of the Anambra South Concerned Citizens movement, have formally petitioned the Independent National Electoral Commission (INEC) and the National Assembly, demanding urgent action to fill the vacant senatorial seat in their constituency.

In a strongly worded letter addressed to the INEC Chairman, with copies sent to the Senate President, the Clerk of the National Assembly, and traditional institutions within the constituency, the group expressed deep dissatisfaction over the prolonged vacancy following the passing of their late Senator, Dr. Patrick Ifeanyi Ubah, who died on July 27, 2024.

Highlighting the implications of the delay, the petitioners noted that Anambra South, which comprises seven local government areas—Nnewi North, Nnewi South, Aguata, Orumba North, Orumba South, Ihiala, and Ekwusigo—has been without representation in the Senate for over 180 days. They described the situation as a gross disenfranchisement of their people, an act of…

Read More
Business Culture Economy International Interviews

FX Volatility Risk: Why Nigerian Businesses Must Be Cautious When Borrowing in Foreign Currency

post-image

By Anayo Nwosu

In a rapidly evolving economic landscape where currency fluctuations have become the norm, Nigerian businesses are constantly weighing their financing options. One of the biggest dilemmas faced by companies is whether to borrow in foreign currency or stick to naira-denominated loans. While foreign currency loans often come with significantly lower interest rates, they carry a hidden danger—FX Volatility Risk—which has led to the downfall of many companies.

The Temptation of Foreign Currency Loans

Imagine a manufacturing company in Nigeria that wants to expand by acquiring new machinery from an overseas supplier. The cost of this machinery is $1,000,000, and the foreign supplier agrees to ship the equipment with a one-year payment plan, provided a Nigerian bank issues a confirmed letter of credit as a guarantee. The loan comes with an attractive 7% annual interest rate, much lower than naira-denominated loans, which range from 19% to 32% per annum.

At first…

Read More
Business Culture Economy Government International

Peter Obi Engages Indonesian Leaders on Governance and Economic Transformation

post-image

Nigerian public figure and presidential hopeful Peter Obi has continued his engagements in Indonesia, holding high-level discussions with key political and economic leaders to gain insights into the country’s development strategies. His visit on February 3rd and 4th included meetings with top government officials who played significant roles in Indonesia’s economic transformation under Presidents Susilo Bambang Yudhoyono and Joko Widodo.

Obi’s discussions began with Agung Laksono, a former Minister, former Coordinating Minister of the Economy, and a former member of Indonesia’s Presidential Advisory Board. Laksono provided Obi with valuable insights into the governance strategies that shaped Indonesia’s rapid development, emphasizing the importance of strategic planning, disciplined execution, and a focus on measurable progress across key sectors.No alt text provided for this image

Read More
Business Economy Government

NDPC Marks 3rd Anniversary with Team Bonding Event to Strengthen Workplace Unity

post-image

The Nigeria Data Protection Commission (NDPC) recently celebrated its third anniversary with a specially organized team bonding event aimed at fostering stronger connections among its workforce. The event, which brought together staff members in a relaxed and engaging environment, provided an opportunity for them to reflect on their collective achievements, strengthen team spirit, and reinforce the Commission’s commitment to its mandate.

Held in a lively atmosphere, the event featured a mix of recreational activities, including friendly competitions, interactive games, and team-building exercises designed to enhance collaboration. Staff members also enjoyed a variety of food, drinks, music, and dance, creating a festive mood that encouraged camaraderie and networking beyond the usual work setting.

Speaking at the event, senior officials of the NDPC highlighted the significance of teamwork in achieving the Commission’s objectives. They emphasized that fostering a strong internal culture of cooperation and mutual support is essential to maintaining efficiency in regulatory…

Read More
Business Culture Economy Society Travels Trends

Lagos Governor Speaks on Expansion of Red Line Rail Service, Receives Mixed Public Reactions

post-image

 

By ANTHONY EMEKA NWOSU

The Governor of Lagos State, Babajide Sanwo-Olu, has unveiled a significant enhancement to the Lagos Rail Mass Transit (LRMT) Red Line as part of the state’s ongoing efforts to revolutionize urban mobility. Effective from tomorrow, the Red Line will expand its service schedule, now offering five morning trips and four evening trips daily, an increase from the previous two morning trips. This step is aimed at improving the daily commute for residents traveling along the high-demand route from Agbado to Oyingbo.

This upgrade promises to ease the stress of navigating the city’s notorious traffic jams by reducing overall travel times. With a journey time of just 50 minutes between Agbado and Oyingbo, commuters will benefit from the convenience of waiting times as brief as two minutes at each station. The increased frequency of train services is expected to significantly enhance the efficiency and reliability of the Red…

Read More
Business Culture Economy Tourism Travels Trends

Radisson Hotel Group concludes record-breaking year with over 300 new signings and openings in 2024

post-image

Radisson Hotel Group (www.RadissonHotels.com) reported a record-breaking year in 2024 after adding almost 40,000 keys to its global brand portfolio, thereby achieving significant milestones and further strengthening its footprint around the world. Radisson Blu remained the leading upper upscale brand in Europe for the 13th consecutive year and the Group is now leading the upscale resort segment in EMEA.

VIDEO
Elie Younes, EVP & Global Chief Development Officer, walks you through Radisson Hotel Group’s 2024 Business Development highlights

 

Elie Younes, Executive Vice President and Global Chief Development Officer at Radisson Hotel Group, comments: “Despite global geopolitical…

Read More
Business Economy Gadgets News Security Society Software Technology Technology Trends

Zoracom Announces Strategic Collaboration with Exeon Analytics AG to Enhance Cybersecurity Resilience and Next-Gen NDR Solutions

post-image

 

Zoracom, Nigeria’s foremost Network Security Operations Center (NSOC) and leading cybersecurity firm, has unveiled a groundbreaking initiative aimed at advancing Next-Generation Network Detection & Response (NDR) capabilities and bolstering cybersecurity operational resilience. The company revealed plans for a strategic visit to its partner, Exeon Analytics AG, in Zürich, Switzerland, scheduled for 2025, as part of its commitment to innovation and excellence in the cybersecurity landscape.

In an official statement, Zoracom emphasized that this collaboration underscores its dedication to addressing the evolving challenges of cybersecurity in an increasingly digital world. The initiative is designed to not only enhance Zoracom’s service offerings but also to provide cutting-edge solutions to its growing customer base, which includes enterprises, government agencies, and organizations across various sectors.

Key Objectives of the Initiative

The strategic partnership with Exeon Analytics AG, a renowned Swiss-based leader in cybersecurity analytics, is expected to deliver significant benefits, including:

  1. Support for a Growing…
Read More