Gap between B2B buyers and UX service providers

Often the success in business-to-business (B2B) business depends on business-to-consumer (B2C) relationships. This is especially true for companies that provide user experience design as a service. The competitive position of such companies largely depends on understanding their customers’ customers. In negotiations for a new contract, for example, the knowledge of the buyer’s end customers gives an edge over rivals. In B2B to know the client’s customers is to know their business. Without such insight the company will struggle to offer services that make sense to the potential buyer because the services fail to make sense to its customers.