Yeah, that CX blankie looks so good when you read about all the benefits: CX leaders growing revenue 3x faster than CX laggards; high levels of customer retention; positive WOM; and so on. And it’s all true. CX is vitally important to the B2B organization as it continues to mitigate churn and squeeze the highest possible levels of return from previous marketing investments from continued purchases.
But here’s the big problem: it’s an exposed function that will be first to get cut from the Marketing budget when the going gets tough. And it will get tough, as it always does.
An important read…and warning.