Have you ever interacted with a product or service and felt frustrated or confused? That is an example of poor user experience (UX). UX refers to what the user feels when utilising a product or service, including overall satisfaction and ease of use.
No matter who typically buys your products or services, they all expect seamless UX. However, you should consider certain characteristics associated with your type of business. Take business-to-business (B2B) and business-to-consumer (B2C) companies as an example. Their differences apply to various aspects, from the buyer personas they target, to the average speed of making a deal.
B2B companies have to take into account the needs and preferences of multiple stakeholders in the purchasing decision, which requires attention and detail to the overall brand experience, particularly when launching an account-based experience (ABX) campaign.
Enhancing UX can significantly impact your bottom line when you follow certain principles. This article explores six ways effective UX can benefit B2B organisations: