5.5 Key differences between the B2B & B2C customer journey
Although the main stages of the customer journey are the same for a B2B customer as for that of a B2C, subtle differences exist:
Complexity – Even though today’s B2C customer journey involves some back-and-forth, the typical household has just a very small number of financial decision makers. A modern enterprise, on the other hand, might need to work through multiple decision makers and navigate an executive oversight system in order to select a B2B supplier.17 Someone selling an IT upgrade to a large firm, for example, will most likely meet with people ranging from mid-level staff, senior level staff, to C-suite executives throughout the entire process. The variety of stakeholders involved on the purchasing side has profound implications on the way a B2B service targets buyers, and on the approach and content involved in the sales pitch.
More touch points; different touch points – B2B sales cycles tend to be longer than B2C ones, due in part to the larger number of stakeholders involved in the decision making process. Consequently, B2B customer journey maps include more touch points at the awareness or consideration stage. These points of contact are made through traditional face-to-face networking (e.g. trade shows, referrals) and digital channels (e.g. targeted advertising through LinkedIn, emails, webinars, online product demos, and company blog posts). B2C firms, on the other hand, are much likelier to adopt a more digital-centric approach to engage with potential customers.
Deeper relationships – Many B2B products and services are highly-customized to meet the specific needs of their users. The product development process often involves frequent interaction between client and seller, which in turn nurtures a strong relationship. Representatives from different departments at the purchasing firm often engage with the B2B supplier long after the deal is sealed. Moreover, the value of each B2B deal can be worth millions of dollars, motivating B2B suppliers to go to great lengths to preserve every customer relationship.
17 Maechler, N. et. al. (2017) ‘Finding the right digital balance in B2B customer experience’. McKinsey. https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights/finding-the-right-digital-balance-in-b2b-customer-experience