As individuals, our transactions with B2C firms have taught us to expect outstanding client experience (CX). However, CX in a B2B relationship has additional features to it over and above B2C and they make B2B CX more complicated and protracted, but still entirely achievable if you use an appropriate model.
CX operates on the emotional level where, when it comes to decisions about buying, staying and to consuming more, a good experience is forgettable and only the extraordinary counts. This is a huge opportunity for those asset managers who are ready to seize it.
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