Stuck in an Outdated Customer Experience (CX) Framework? Here’s Why You’re Missing Out on Real Results

Originally posted at https://www.linkedin.com/pulse/stuck-outdated-cx-framework-heres-why-youre-missing-out-saltz-gulko-7vjpf/

Introduction

In the realm of business-to-business (B2B) interactions, customer experience (CX) is often approached through standardized frameworks and prescriptive methodologies, frequently rooted in models from major industry analysts like Gartner, Forrester, and others. While these established tools offer foundational guidance and structure, they may fall short in capturing the unique essence, “personality,” and competitive edge of individual companies. The challenge is that many of these frameworks, though once relevant, can feel outdated or inflexible, leaving limited room for the dynamic, personalized interactions that today’s B2B environments demand.

Drawing inspiration from the agile, innovative cultures of South Korea and Israel, we can see that a shift toward creativity, adaptability, and individuality has the potential to enhance CX outcomes and cultivate deeper, more meaningful relationships. In such cultures, the focus is on fostering new ideas and solutions that align closely with each client’s needs, encouraging companies to embrace their distinct values rather than conforming to a one-size-fits-all model.

This article explores ten practical strategies for B2B companies to move beyond rigid, cookie-cutter frameworks, offering a pathway toward a more personalized, authentic, and impactful CX approach that leverages a company’s unique strengths and the power of cultural innovation.

Embrace Organizational Self-Discovery

Understanding a company’s unique identity is essential for crafting a CX strategy that not only resonates but also drives loyalty and differentiation in the marketplace. This process begins with an introspective analysis to uncover the core values, strengths, and distinct qualities that define the company. Rather than adopting generic CX models, this tailored approach allows companies to shape customer experiences that authentically reflect their brand’s personality and vision.

By recognizing and embracing what sets them apart, companies can create a CX journey that is both memorable and deeply relevant to their clients. This process is particularly powerful in sectors with high trust requirements, such as technology and cybersecurity. For example, a cybersecurity firm might prioritize trustworthiness, transparency, and proactive problem-solving in every client interaction, aligning its CX strategy with these values to build credibility and reinforce its commitment to security. This alignment strengthens client relationships, enhances brand reputation, and reinforces the company’s position as a trusted partner.

In short, understanding a company’s identity and integrating it into CX is more than a strategic advantage—it’s a means of creating genuine connections, fostering loyalty, and standing out in a crowded marketplace where clients increasingly seek partners that truly “get” their needs and values.

Foster a Culture of Innovation

Fostering a culture that values creativity and experimentation is crucial for developing CX strategies that are adaptable, innovative, and client-centric. This involves empowering employees at all levels to propose, test, and iterate on new ideas without the fear of failure—a principle that supports a culture of continuous improvement and responsiveness. Such an environment doesn’t just improve customer experience; it enhances employee experience (EX) by fostering a sense of ownership, engagement, and professional growth.

When employees feel encouraged to think creatively, they’re more likely to bring forward ideas that lead to authentic and impactful customer interactions, ultimately making CX more responsive and meaningful. Samsung, for instance, exemplifies this approach through its robust investment in innovation programs. By fostering a culture that encourages tailored solutions for its diverse markets, Samsung aligns its CX initiatives closely with its brand’s global, cutting-edge image while allowing for localization. This dynamic, inclusive approach benefits not only the customer but also fuels employee satisfaction, making employees feel integral to the company’s innovation journey and CX success.

In essence, a culture of creativity and experimentation strengthens both EX and CX, resulting in customer interactions that are as unique and engaging as the ideas that inspire them.

Prioritize Deep Customer Understanding

Moving beyond generic customer personas, companies should commit to truly understanding the specific needs, preferences, and challenges faced by each of their clients. This deeper level of insight requires more than surface-level data; it involves building continuous engagement practices, establishing feedback loops, and leveraging data analysis to capture meaningful insights. For instance, direct client interactions—such as interviews, workshops, and on-site observations—can uncover unique pain points and desires that standardized personas may overlook.

Additionally, feedback loops play a crucial role in refining CX over time. Regular check-ins, satisfaction surveys, and post-interaction reviews enable businesses to track how client needs evolve and adjust their strategies accordingly. Advanced data analysis, such as behavioural analytics and sentiment analysis, also provides a quantitative view of client preferences and emotional responses, helping to anticipate issues before they arise and to personalize interactions at every touchpoint.

IBM exemplifies this approach by assigning dedicated account teams to understand and serve the complex needs of clients using their cloud storage solutions. These teams go beyond technical support, engaging in consultative conversations to align IBM’s offerings with each client’s unique operational demands, compliance requirements, and growth objectives. This commitment to personalized, relationship-driven support not only meets clients’ immediate needs but also builds trust and positions IBM as a strategic partner, elevating the overall client experience.

By prioritizing these personalized approaches, businesses can design customer experiences that resonate on a deeper level, making clients feel understood, valued, and supported—critical factors in long-term B2B relationships.

Integrate Cross-Functional Collaboration

Effective CX is not the sole responsibility of a single department; it relies on seamless collaboration across various functions, from marketing and sales to product development, customer support, and beyond. In B2B environments, where clients often engage with multiple departments, a siloed approach can create disconnects and inconsistencies that diminish the overall experience. By breaking down these silos and fostering interdepartmental communication, companies can ensure a cohesive and consistent CX, where every touchpoint accurately reflects the company’s unique personality, values, and strategic objectives.

Creating a truly integrated CX requires more than interdepartmental meetings; it often involves structural changes and cross-functional teams dedicated to CX objectives. For example, some companies establish “CX squads” comprising members from different departments who work together on specific client accounts. This structure ensures that insights and data from one department are shared across others, creating a unified view of the client journey. Similarly, regular cross-functional workshops can be beneficial for identifying and addressing pain points in the customer journey that may require multi-departmental efforts to resolve.

Deloitte emphasizes the importance of integrating front-office and back-office systems to create a streamlined, client-centric experience. For instance, by connecting CRM data with operations and logistics platforms, B2B companies can proactively manage client expectations, offer accurate order tracking, and anticipate issues before they impact the client. This level of alignment allows each department to work toward the shared goal of enhancing CX without duplicating efforts or missing critical details.

Take the example of Cisco, which created a centralized CX team that coordinates efforts between engineering, sales, and customer support to manage complex B2B relationships. This team’s goal is to ensure that every interaction is cohesive and value-driven, whether it’s helping a client optimize their network or planning for an upgrade. By providing a single point of accountability for CX, Cisco has managed to deliver consistent and proactive service across global client accounts.

In essence, successful cross-functional collaboration in CX means that all departments work toward a unified goal of delivering an exceptional experience. By fostering a culture of shared responsibility and leveraging the right tools, companies can ensure that each department contributes to an integrated CX that reflects the company’s unique identity and values, ultimately enhancing client satisfaction and loyalty in the competitive B2B space.

Leverage Technology as an Enabler, not a Solution

While technology is essential in today’s CX strategies, it should be viewed as an enabler that enhances—rather than replaces—human-centric interactions. AI, automation, and data analytics can optimize processes and provide valuable insights, but genuine CX success hinges on maintaining human connection and empathy. The role of technology is to support these interactions by offering real-time data and insights that empower teams to respond in ways that are both personal and strategically aligned with company values.

For instance, Hailo, an AI chip pioneer, has integrated advanced technology to streamline customer interactions while preserving a human touch. By using AI to anticipate customer needs and automate routine inquiries, Hailo frees its support teams to focus on delivering personalized, high-value interactions, ensuring that clients feel heard and valued. This approach not only enhances the customer experience but also aligns with Hailo’s culture of innovation and proactive customer engagement.

In B2B settings, leveraging technology in this way supports a culture that prioritizes deep customer relationships and a commitment to service. For example, a company might use CRM analytics to track client preferences and previous interactions, enabling team members to provide relevant updates or recommendations tailored to each client’s unique context. This data-driven personalization aligns with the company’s strategic focus on customer loyalty and lifetime value, embedding empathy and responsiveness into each touchpoint.

Ultimately, technology, when integrated thoughtfully, complements company culture and amplifies strategic goals by making interactions more relevant, timely, and aligned with both customer needs and the organization’s values. This balance between automation and human connection drives a cohesive CX that is as impactful as it is personal.

Customize Client Engagements

Recognizing that each client is unique, leading B2B companies are tailoring their engagement strategies to meet individual client needs and preferences through personalized communication, customized solutions, and adaptable service offerings. By adopting these approaches, companies show a genuine commitment to understanding and addressing the specific challenges their clients face, thereby fostering stronger relationships and loyalty.

For instance, Tetra Pak actively gathers customer feedback to adapt its packaging solutions to the specific operational, environmental, and regulatory needs of each client. This approach has allowed Tetra Pak to work closely with clients in diverse sectors, from food production to pharmaceuticals, ensuring each solution aligns with their unique needs and priorities.

Similarly, Salesforce empowers account managers with AI-driven insights that reveal individual client preferences and behaviours, enabling the company to provide tailored recommendations and support. This data-driven personalization strengthens client relationships by demonstrating Salesforce’s deep understanding of each client’s goals and challenges.

Cisco also exemplifies this approach, particularly in its B2B customer service for enterprise solutions. By offering dedicated support teams for large clients, Cisco ensures that each client’s infrastructure and security needs are continuously met through customized service options and strategic guidance, adjusted as their requirements evolve.

These companies showcase how tailoring engagement strategies in B2B isn’t just theory; it’s a practice that deepens trust, builds loyalty, and solidifies long-term partnerships by making clients feel understood and supported at every stage.

Encourage Employee Empowerment

Employees are the frontline ambassadors of a company’s brand and values. Empowering them with the autonomy to make decisions and take actions that enhance customer experience (CX) not only improves customer satisfaction but also fosters a culture where employees feel trusted, valued, and accountable for the company’s success. This empowerment creates a sense of ownership that motivates employees to go above and beyond, leading to more authentic interactions and stronger client relationships.

In my previous discussions on eglobalis.com about employee experience and empowerment, I emphasized that empowered employees are essential to CX success. When employees have both the tools and the freedom to make meaningful contributions, they’re more invested in the outcomes. This connection between empowerment and CX is evident in companies like Blue Cross Blue Shield, which has implemented digital transformation initiatives to streamline routine processes, freeing up employees to focus on understanding and addressing customer needs in a more personalized way. This blend of efficiency and autonomy enables employees to deliver high-quality, compassionate service—a model of empowerment that enhances CX by allowing for more meaningful client interactions.

Similarly, Maersk, a leading Danish shipping and logistics company, has embraced employee empowerment to enhance CX. Recognizing that employees are pivotal in delivering exceptional service, Maersk has implemented initiatives that grant frontline staff the authority to make decisions that directly impact customer satisfaction. By providing comprehensive training and fostering a culture of trust, Maersk enables its employees to address customer issues promptly and effectively, without the need for prolonged managerial approval. This approach not only improves the customer experience but also enhances employee engagement and satisfaction, as staff feel more connected to the company’s mission and outcomes.

As I’ve discussed, empowered employees are at the heart of any effective CX strategy. When they are enabled to make impactful decisions, employees bring the company’s values to life in each interaction, making clients feel genuinely supported and valued. Companies that prioritize autonomy and provide personalization tools create an environment where employees serve as true brand ambassadors, strengthening customer satisfaction, loyalty, and, ultimately, driving growth through a committed, motivated workforce.

Develop Adaptive CX Strategies

In a rapidly changing business environment, flexibility is essential for sustaining an effective customer experience (CX) strategy. Companies should prioritize adaptability in their CX approaches, staying attuned to evolving customer needs, shifting market dynamics, and new technological opportunities. This requires a commitment to continuous monitoring, regular feedback collection, and a readiness to pivot strategies when necessary. By remaining agile, businesses can stay relevant and consistently meet the changing expectations of their clients.

The collaboration between Israel and South Korea in technological innovation is a strong example of how adaptability and mutual learning drive success. Both countries have developed their tech sectors by embracing a culture of rapid innovation, cross-sector collaboration, and the exchange of ideas—factors that enable them to respond swiftly to global trends and client demands. This model of agility and openness has allowed companies in both regions to build solutions that are not only cutting-edge but also highly relevant to their users.

A great example of adaptability in B2B is Nokia, the Finnish telecommunications and networking company. Once known primarily for its mobile phones, Nokia has successfully pivoted to focus on network infrastructure, cybersecurity, and IoT solutions, transforming its core business model to stay competitive in the digital age. Nokia’s CX strategy reflects this adaptability, as the company continuously gathers feedback from clients in telecommunications, transportation, and energy sectors to adjust its offerings. Nokia has adopted an agile framework in its R&D and client service teams, enabling them to develop solutions that meet the specific needs of different industries while quickly responding to technological advances and regulatory changes. This focus on flexibility has helped Nokia stay relevant in an increasingly complex and competitive market.

As illustrated by companies like Nokia, agility in CX is a crucial advantage in today’s B2B landscape. By building flexibility into their strategies, businesses can respond promptly to client needs, foster stronger relationships, and remain at the forefront of their industries.

Measure What Matters and Getting Clarity

Traditional metrics often fall short in fully capturing the effectiveness of personalized CX strategies. While standard measures like Net Promoter Score (NPS) or Customer Satisfaction (CSAT) offer broad insights, they may miss the nuances of individual client needs and the depth of engagement necessary in B2B contexts. In my article “The Hidden Flaws of NPS: Why Better New Alternatives Are Emerging for Your Business”, I discussed how over-reliance on NPS can provide an incomplete view of the customer experience. Companies should expand beyond these conventional metrics and instead identify and track metrics that directly align with their unique business goals and customer expectations.

By focusing on qualitative insights such as customer sentiment, engagement levels, and loyalty indicators, businesses can achieve a more accurate understanding of CX performance and pinpoint areas for improvement. For instance, “Beyond NPS: Why Customer Feedback Needs a 360-Degree Revolution” highlights the need for a holistic feedback approach to truly understand client perspectives and preferences, particularly in B2B relationships, where the client journey is often more complex and requires multiple touchpoints.

Real-world applications of this approach can be seen with companies like Vodafone Business, which has developed a multi-layered CX metric system that measures customer engagement and satisfaction on several fronts. Vodafone Business tracks sentiment analysis, feature usage patterns, and client retention, gaining a comprehensive understanding of how well their solutions align with each client’s strategic and operational needs. These insights help Vodafone refine its services continuously, ensuring each client receives value beyond initial expectations.

Deloitte’s research supports this need for alignment, showing that when companies connect CX metrics to financial performance, they gain a clear view of CX impact and justify continued investment. By focusing on metrics that truly matter, B2B companies can better ensure that their CX strategies drive meaningful, measurable outcomes and foster deeper, long-term client loyalty.

Commit to Continuous Learning and Improvement

The journey towards exceptional customer experience (CX) is ongoing and requires companies to stay responsive to evolving client expectations. To achieve this, B2B companies should foster a culture of continuous learning, where employees are encouraged to seek feedback, learn from their experiences, and pursue professional development. This focus on growth ensures that the organization remains both innovative and agile in meeting client needs.

In B2B settings, continuous learning allows companies to anticipate and adapt to specific client demands. Regular CX workshops and training sessions, for instance, give employees the chance to share insights from recent client interactions, brainstorm new strategies, and stay aligned with industry best practices. These initiatives not only develop skills but also establish a mindset of improvement across the organization.

When employees have growth opportunities, they are more engaged and motivated to take proactive roles in client interactions. Siemens, for example, conducts regular upskilling programs, especially in areas like digitalization and IoT, which equip employees to better support clients in complex technological environments. This commitment to employee development enhances the EX and reinforces Siemens’ commitment to delivering knowledgeable, forward-thinking client service.

In essence, a commitment to continuous learning cultivates a resilient organization capable of evolving with its clients. By investing in employee growth, companies build not only skills but also a culture of curiosity and adaptability that drives CX innovation and strengthens client trust. This alignment between employee development and CX success fosters a cycle of growth that benefits both business performance and customer satisfaction.

Real-World Examples of Mindset Shifts in B2B Companies

Siemens AG: The German multinational conglomerate Siemens AG adopted a customer-centric approach that emphasized co-creation with clients. By aligning its services and solutions closely with customer needs, particularly in sectors like energy and healthcare, Siemens fostered deeper client partnerships. The company’s shift from product-focused solutions to collaborative engagement allowed for greater adaptability in responding to client-specific challenges. This transformation, which incorporated feedback-driven adjustments, significantly enhanced Siemens’ customer loyalty and satisfaction. By embracing this personalized approach, Siemens demonstrates how moving beyond rigid frameworks and co-innovating with clients can create better CX outcomes.
Infosys: The global leader in consulting and technology services adopted a unique “Navigate Your Next” philosophy, prioritizing human-centered solutions in CX. Infosys encouraged its employees to develop a “client-first” mentality, which fostered deeper engagement and personalized solutions for its B2B clients. By empowering teams to adapt their strategies based on each client’s unique needs, Infosys has been able to provide bespoke solutions that directly address evolving industry challenges. This adaptive model has resulted in improved client satisfaction, highlighting how a shift towards flexibility and creativity can support effective CX strategies in B2B environments.
NEC Corporation: Japan-based NEC Corporation transformed its approach to CX by establishing collaborative innovation labs where clients could offer direct input on new AI and cybersecurity products. This commitment to co-innovation allowed NEC to refine its offerings in real time, tailoring them to the specific needs of its clients in industries like transportation and public safety. By involving customers in the product development process, NEC has fostered long-term client loyalty and established itself as a trusted partner, demonstrating that a mindset shift from prescriptive frameworks to collaborative solutions can drive impactful CX improvements.

The Importance of Moving Beyond Frameworks

Moving beyond rigid frameworks is crucial in the B2B sector, as it enables businesses to better respond to the specific needs and challenges of each client. While frameworks provide valuable foundational guidance, an over-reliance on standardized models may hinder the development of customized solutions and limit a company’s ability to innovate. This transition towards flexibility and personalization is not just a strategic shift but a fundamental change in how companies approach customer relationships. As illustrated by Siemens, Infosys, and NEC, the adoption of flexible, co-created solutions can result in more meaningful client engagements, stronger loyalty, and sustained competitive advantages.

A mindset shifts toward creativity and adaptability, as demonstrated by companies in innovation hubs like South Korea and Israel, empowers organizations to create CX strategies that are both authentic and resilient. By fostering a culture that values employee empowerment, cross-functional collaboration, and continuous learning, B2B companies can deliver experiences that reflect their unique values and strengths. This philosophical shift towards viewing each customer relationship as an opportunity for co-innovation and partnership can drive not only CX excellence but also long-term business growth.

Conclusion

In today’s fast-evolving B2B landscape, a personalized, creativity-driven approach to CX has become essential. By moving away from strict frameworks and embracing the individuality of each client, companies can craft experiences that are not only more relevant but also more impactful. Drawing on the adaptive, innovation-oriented cultures of South Korea and Israel, B2B companies have an opportunity to foster creativity and agility within their organizations. This article has outlined actionable steps that include encouraging self-discovery, fostering a culture of innovation, prioritizing customer understanding, and enabling cross-functional collaboration—all integral components of a customer-centric mindset.

The cases of Siemens, Infosys, and NEC demonstrate the tangible benefits of a mindset shift from rigid frameworks to adaptable, personalized strategies. These companies have proven that the journey to CX transformation is ongoing and requires continuous learning, feedback loops, and an unwavering commitment to customer understanding. By prioritizing creativity over rigid structure, B2B companies can deliver CX outcomes that align with their unique identity and meet the evolving needs of their clients. In the end, this approach will not only enhance customer loyalty and satisfaction but also position these companies as leaders in their respective industries.

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