Transforming customer experience in the B2B space isn’t just about front-end interactions—it’s about mastering the backend and organizational dynamics. John Durocher, Chief Customer Officer at Calix, brings decades of expertise from Accenture and Salesforce, demonstrating how robust infrastructure and strategic restructuring can revolutionize B2B CX. His practical insights reveal how to build deeper, more meaningful client relationships by streamlining operations and fostering true collaboration across teams.
Streamlining Backend for Better CX
A robust backend infrastructure is crucial. At Calix, they leverage cloud technology to enhance customer service. Cloud solutions eliminate the need for extensive physical infrastructure, offering scalability and flexibility. This enables quicker implementation and real-time updates, ensuring customers always get top-notch service.
Integration and automation are also essential. Automating routine tasks like order fulfillment and customer support reduces errors and ensures consistent service delivery. This frees up teams to focus on strategic initiatives that directly impact customer satisfaction.
Breaking Down Silos for a Unified CX
Delivering a seamless CX requires breaking down internal silos and fostering collaboration. John emphasizes end-to-end thinking—encouraging teams to understand the entire customer journey, not just their segment. This approach helps create a more cohesive and satisfying customer experience.
John also highlights the importance of personal relationships and accountability. Smaller providers often excel here, building close ties with their customers. Larger companies can replicate this by creating systems that ensure responsiveness and personalized service.
Proving the Value of CX Initiatives
Improving CX isn’t just about feeling good; it must deliver tangible business value. Tracking engagements and outcomes is crucial. By measuring the impact of CX efforts, companies can demonstrate their value—whether through improved retention, higher satisfaction, or increased sales.
Treating customer success as a professional service rather than just support ensures high-quality interactions. Developing standardized processes and training programs helps create a consistent, high-quality customer experience.
John Durocher’s insights highlight the importance of a holistic approach to CX. By enhancing backend systems, breaking down silos, and focusing on measurable outcomes, B2B companies can exceed customer expectations and drive long-term success.
Download my newest white paper, “The 10 Ways To Prove The ROI of Customer Experience,” and discover your needed data-driven customer experience strategies.
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Blake Morgan was called “The Queen of CX” by Meta. She is a customer experience futurist and author of three books on customer experience. Her new book is called The 8 Laws of Customer-Focused Leadership: The New Rules for Building A Business Around Today’s Customer. For regular updates on customer experience, sign up for her weekly newsletter here.