Medallia’s PDF reveals that top-performing B2B companies are shifting from a sales-driven model to one centered on customer experience. These organizations prioritize customer insights, invest in real-time and unstructured feedback tools, and embed customer experience goals across all departments. Experience-led B2Bs are more likely to outperform financially, reduce churn, and increase loyalty by capturing feedback across channels, using AI-driven analytics, and acting on insights. Leaders foster accountability, empower employees, and focus on both customer and employee satisfaction to fuel innovation, improve services, and build lasting relationships.

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