B2B CX is focused on the wrong stages of the journey, Forrester warns

CX execs from Mastercard and Dow offer a look into how they're changing mindsets and listening to corporate buyers

While companies like Mastercard and Dow suggested they are making headway in establishing strong customer experience programs at Forrester’s CX North America, one of the research firm’s analysts warned that B2B brands are focusing on the wrong areas of the journey.

Laura Ramos, vice-president and principal analyst at Forrester, suggested B2B marketers need to value CX even more than their counterparts in sales do, and the reasoning comes back to an age-old principle.

According to Forrester’s most recent Global Customer Marketing survey, for example,

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