How to: Build a customer experience-led business

John Watton, EMEA marketing director of Adobe, presents six ways B2B brands can manage CX in order to truly become a customer experience-led business

With digital transformation accelerating, marketers have more choice than ever before in terms of how they reach their audiences. On the flipside, customers also face more information every day and are empowered to be much more selective when it comes to the B2B brands they’ll engage with.

All customers have a voice now, and they waste no time using it. In order to set themselves apart, brands are increasingly challenged to create compelling experiences that communicate the value of what they do to the specific needs of the individual customer, connecting with their audiences on a more emotional, relevant and engaging level.

So how do we make this work? There is no silver bullet, but here are a few guiding principles: