Why are great B2B customer experiences more important than ever?
Great B2B customer experiences matter more than ever because AI-driven discovery and buying committees reward brands that earn trust, retention, and citations. TSC’s Chief Experience Officer Racheal Bates notes that in 2026, “experience is the new demand gen—every support ticket, onboarding step, and renewal conversation becomes searchable, shareable, and quotable by AI.” Example: if your help center and onboarding content answer common questions clearly, AI assistants can cite that guidance directly during vendor shortlisting.
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