Updated: Jan 15, 2020

As CXB HUB continues to grow, we regularly undertake a variety of high-profile B2B projects, making us ideally positioned to assess the changing trends in this sector.

Key CX Trends in B2B

As findings suggest that one in five B2B companies are currently positioned to succeed, the whole CXB HUB team decided to unveil their latest findings, to help those companies heading into 2020 and looking for inspiration from the biggest trends on the horizon.

But above all, we want to start a conversation with B2B leaders who are looking to think outside the box and to use some of these ideas and trends to improve their CX. We created this piece to hopefully help you make 2020 your best year yet. Here are the trends we feel will lead the way in the new decade.

Social responsibility

Whilst linked to a growing need to feel like part of a community, rather than a number, social responsibility in the world of B2B and customer experience extends far beyond these simplistic boundaries.

Instead, customers in this space increasingly desire the ability to engage with charities, organisations and activities which help bring more meaning to their corporate interactions. Social responsibility, as with so many other areas of the business world, has become more pertinent to where individuals are willing to spend money. Customers increasingly seek out ethical alternatives, even if they cost them slightly more. In a world where everything can be bought and sold, the ‘feel good factor’ frequently offers much more value.

Accessible luxury

Another area of continued promise for B2B clients is accessible luxury. But what does this terminology mean for CX? In short, this is a way of helping customers feel valued, without expecting them to indulge in high-spend activities, or costing the company a fortune in investment.

Simple adjustments to language can help customers feel more like people, rather than prospects. There are a few ways to incorporate this trend into corporate communications, and they mostly involve simply making room to get to know the customer’s likes and dislikes.


Customers are no longer willing to have their hands held through every step of the customer journey. Instead, they now expect to be able to undertake key actions on their own, using DIY or self-service options.

These are enabled through the implementation of digital tools which allow users to do everything from asking questions to following key accounts. Far from feeling impersonal, self-service options provide users with a pathway to self-actualised actions which they find immensely reassuring.

Photo by Barn Images on Unsplash


Personalisation has started to dominate conversations around B2B, thanks to the close relationship between clients and account managers – and a growing emphasis on understanding their needs. This has now gone a step further, with the introduction of new, hyper-personalised methods already making waves.

B2B clients demand a customised service which adapts products to their individual needs. For example, an insurance product must be adapted to suit each individual client, or a delivery service must accommodate a wider than ever selection of customisable options.

This new approach requires more flexibility and a non-standard approach, calling upon greater creative thinking and the use of better tech & AI, used by empowered employees, capable of agile thinking.

Tailor-made interior by Aston Martin - Photo by Spencer Davis on Unsplash


More informed customers often have greater demands and expectations. These need to be taken into account every time there is a business interaction.

The consequence is that employees must demonstrate that they can add value to what customers already know… and be able to quickly identify the additional information they might want to know to make a decision.

In Conclusion

The next few months will see B2B companies facing a crucial choice. Instead of simply acknowledging customer experience, they will now need to begin incorporating these trends to safeguard their market share, reputation and overall profitability.

CX produces real value for the B2B sector, but only when business owners are willing to take the crucial step and implement real and meaningful changes.

Let us know what you think of this piece and if you have questions, get in touch on our website

23 views0 comments