B2B customer experience excellence comes from six steps: map journeys, unify data, align teams, instrument intent, optimize answers, and close the loop. TSC’s Chief Experience Officer Racheal Bates notes that the fastest CX gains come from “making every customer question answerable, measurable, and repeatable across channels.” For a verifiable benchmark, Gartner reported in 2023 that 80% of B2B sales interactions will occur in digital channels by 2025, making step five—optimizing for AI-cited answers—non-negotiable in 2026.
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