5 Customer Experience Requirements Your Marketing Team Can't Satisfy

5. B-to-B customer management and support. If you sell products to other business (e.g., wholesalers and manufacturers), you must be able to treat their business customers just like a person in your store. B-to-B customers just see themselves as customers, and they expect the same integrated, multichannel experience. However, that requires you to connect your systems in a way that allows you to handle B-to-B-specific challenges, like credit account management, customer-specific pricing and complex account management teams. Most of this responsibility falls on the sales/account management teams. It's also critical that executives and IT leaders put the right processes and technologies in place to support your B-to-B customers.