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B2B or B2C…CX is CX

Putting the Human Experience First as a Business Strategy

Shep Hyken interviews Carla Guzzetti, Senior Vice President for Experience and Product Messaging at Extreme Networks. She shares how companies can design a better experience, in B2B and B2C industries, by focusing on the individual needs of their customers and employees.

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Top Takeaways:

  • Diversity is key to delivering a quality customer experience. Your customers come from various backgrounds, cultures, and pain points. The companies’ responsibility is to match the differences by building localization (understanding what their customers need) into their strategy, communication, and overall experience.
  • Whether you are in the B2B or B2C space, think of the end consumer. The customers using the products must have an experience that feels customized, localized, and meaningful.
  • When investing in new technology, the top consideration for businesses must be to make customers feel like they are being cared for. Innovation doesn’t need to be sexy. It needs to address a need. Often, simple innovations such as making billing more scalable or the capability to understand your customers’ needs based on their previous purchases and interactions can be more impactful to their overall experience.
  • Employees and customers are the same people. A business can only be successful if their needs are addressed appropriately. Employees must be empowered, and customers should feel like they are being cared for.
  • The product that you have should make your customers’ lives better. But the experience you deliver should make doing business with you better than your competition.
  • There is no B2B in CX. No matter what industry your company is in, in the end, you are still dealing with human beings and should have the human experience in mind. Your B2B clients will still compare you to the best experience they have had with their favorite brands from any industry.
  • Plus, Shep and Carla talk about how innovation can sometimes cause difficulties for employees and how businesses can support them when taking on new technology. Tune in!


“Are we innovating technology just for the sake of innovation? Or are we innovating technology to create a better human condition? Brands should focus on innovation that improves customer experience and enhances their ability to connect.”

“Employee experience is just as vital as customer experience because they are actually both customers of the business.”

“Gen Z is the first digital-native generation. They will have different expectations of technology, innovation, and customer experience than the generations before them. They will expect these things to be easy, intuitive, and mobile-friendly.”

“We are a species that requires community and want to feel cared for. It doesn’t matter if you are dealing with an employee, a consumer, or a business partner. It is all about the individual. If you want a successful business strategy, you have to put the human at the heart of it all.”


Carla Guzzetti leads the in-product design, user research, user enablement, and product marketing for Extreme Networks as the Senior Vice President, Experience and Product Messaging. She believes in creating meaningful experiences for Extreme Networks’ buyers and end users.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:

  1. How does diversity impact customer experience?
  2. How does innovation create value?
  3. What is experiential diversity?
  4. What is the difference between a B2B customer and a B2C customer?
  5. What do Gen Z customers want?

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