Ask An Expert About … Why Customer Experience (CX) Matters

To understand why customer experience matters, we must first understand what it means.

Customer Experience (CX) is more than a buzzword, it is the foundation of customer retention and business success. It encompasses every interaction a customer has with a company, from brand discovery to post-purchase support. In the B2B IT industry, CX includes:

• Ease of purchasing and implementing IT solutions
• Quality of technical support and customer service
• Usability and performance of software or IT services
• Relationship with account managers and customer success teams

CX is not just about transactions; it’s about creating a seamless journey that keeps customers engaged and satisfied. From the first website visit to ongoing product support, every touchpoint shapes customer perception. Businesses that prioritise CX not only retain customers but also drive long-term revenue growth and competitive differentiation.

Why is CX Important in B2B IT?

1. Customer Retention & Loyalty – B2B IT solutions often involve long-term contracts and high switching costs. A positive CX ensures that customers stay loyal and renew contracts rather than seeking alternatives. When customers feel valued and supported, they are more likely to maintain long-term relationships with their vendors.
2. Competitive Differentiation – In a saturated IT market, many products offer similar functionalities. CX becomes a key differentiator, influencing businesses to choose vendors that provide superior support, onboarding, and overall service. Companies with outstanding CX stand out from competitors who neglect customer satisfaction.
3. Higher Revenue & Growth – A great CX leads to repeat business, cross-selling, and upselling opportunities. Happy customers are more likely to expand their investment in a vendor’s ecosystem, increasing lifetime customer value and overall profitability.
4. Positive Word-of-Mouth & Reputation – Satisfied customers become brand advocates, recommending IT vendors to others in their industry. In the B2B space, referrals and case studies play a crucial role in decision-making. A strong CX creates a network of promoters who drive new business through recommendations.
5. Reduced Churn & Lower Support Costs – Poor CX results in customer frustration and churn. A streamlined, proactive support experience reduces escalations, minimizes downtime, and lowers overall support costs. Addressing customer needs efficiently prevents dissatisfaction and enhances long-term retention.
6. Stronger Customer Relationships – B2B IT buyers seek long-term partnerships, not just products. A vendor that offers a smooth experience—from purchase to ongoing support—builds trust and strengthens relationships. Consistent engagement and responsiveness foster a sense of reliability and partnership.
7. Higher Adoption & ROI for Customers – If customers find it easy to implement and use an IT solution, they’ll derive greater value from it. This increases their satisfaction and willingness to continue investing in the technology, leading to higher adoption rates and improved return on investment.

What Does a Good CX Look Like?

A good CX is about creating frictionless, personalised, and proactive interactions. Consider this example:

• A standard vending machine retailer provides images and specifications, leaving customers to make an uninformed decision.
• A CX-focused company offers an interactive AR/VR experience that allows customers to visualise how vending machines would fit in their office before purchasing.

This level of engagement makes the buying process smoother and more confident, fostering trust and encouraging repeat business. In the IT industry, similar principles apply—offering demos, interactive onboarding, and hands-on customer support enhances the overall experience.

How to Improve CX in B2B IT

Seamless Onboarding – Ensure smooth implementation and integration of IT solutions. Provide detailed guides, walkthroughs, and dedicated onboarding specialists to assist customers during setup.

Personalised Support – Offer dedicated account managers, fast response times, and proactive issue resolution. Customers value support that is tailored to their specific needs and challenges.

User-Friendly Products – Focus on intuitive UI/UX and continuous product improvements. A well-designed product reduces friction and improves adoption rates.

Customer Education – Provide comprehensive training, documentation, and knowledge bases. Webinars, FAQs, and tutorials help customers maximize their use of IT solutions.

Customer Feedback & Engagement – Regularly gather feedback through surveys and customer interactions. Act on feedback to improve services and address pain points before they become major issues.

Proactive Problem-Solving – Anticipate customer challenges and offer solutions before they arise. AI-driven analytics and predictive support models can identify issues early and improve customer satisfaction.

Consistent Communication – Keep customers informed about updates, new features, and best practices. A transparent and communicative approach fosters trust and keeps users engaged.

Why Should You Care About CX?

A great CX delivers tangible business benefits:

• Increases Conversions & Repeat Purchases – Customers are more likely to buy from businesses that prioritise their experience.
• Enhances Customer Loyalty & Reduces Churn – Loyal customers contribute to long-term revenue stability and growth.
• Encourages Word-of-Mouth Marketing – Positive reviews and recommendations drive new customer acquisition.
• Differentiates Businesses in Competitive Markets – Companies that focus on CX stand out in crowded industries.

CX isn’t just a nice-to-have, it is an important component of business success. Customers today have more choices than ever but less patience for poor experiences. Businesses that invest in CX not only retain customers but also attract new ones through referrals and reputation. By listening to customers, acting on feedback, and delivering seamless experiences, companies can create lasting relationships and sustained growth.

Prioritising CX isn’t rocket science, it is about being customer-centric, proactive, and committed to continuous improvement. In the end, a great CX keeps customers coming back, while a poor one sends them straight to competitors.

For more information from Getronics experts, see our thoughts on DORA, the insurance sector, or even digital transformation.

Or get it in touch, to find out how Getronics can work with your business.