Anyone who has tried using B2B or corporate software can probably attest - on average it's worse than B2C, consumer apps. Let's look into some reasons why it is so.
But before we dive into reasons, what do I mean by "worse"? Ultimately, a good product is the one that solves a problem for customers. In reality though, there are additional criteria we use to label a product "good" - how easy it is to use, how fast and reliable it is, how much it costs and what alternatives exist. So why do B2B products happen to be "worse" than B2C ones?
1. Buyers and users are different people
It's much simpler for B2C products - their users most commonly are also their buyers. Who buys matters because of the selection process that takes place. People apply their best knowledge and their taste when they select products to buy. The purchase decision increases the chances for the product to be used to the fullest and for the customer to get the most value and satisfaction out of it.Quite a different story for B2B products where the buyer is often a different person to the one who ends up using the product. Even if the goals of buyers and users are aligned - there are still too many possible differences in their needs for the final selection to be subpar to a B2C solution the user would have selected.
For example, buyers might prioritise the security of a potential B2B solution over usability. Or they might go for a solution that is provided by their trusted supplier (and also provides cost benefits) over the one that would be a better fit for the users.
What can you do about that?
Include users in the selection process for B2B products you're about to buy. Make use of trials and demos that could expose issues for users. Ask your users about their experience with the product you think of buying or similar products that could be alternatives. Seek reviews and trusted opinions to gather more feedback on the products before committing to a purchase.2. Switching costs make it expensive to change the solution
It is much more difficult to change to a different B2B product than it is for B2C. Enterprise products tend to have lengthy contracts, tricky offboarding procedures and fuzzy ways to get your data out. In addition, your switching costs will include the onboarding and training for the new solution and any revenue lost while this is happening.Vendor lock is a real strategy B2B product providers use to reduce churn. Instead of improving their products, or rather in addition to that, they might make it harder for their customers to leave. This often results in frustrated, dissatisfied users who have to continue using B2B products they don't like.
What can you do about that?
When calculating switching costs - take into account a possible productivity and satisfaction increase of your users from the new, better B2B product you're switching to. Know your users and make sure you're not missing out on the key talent because of your B2B product choices. These days employees want to work with the tools they like and have a say in how they get their jobs done. Ignoring that might cost you key talent.3. Training and customer success could hide UX deficiencies
B2C products must be easy to use, there's just no way around it. If a B2C product is not easy to use - people will find an alternative that is. However, in the B2B world, the rules are different. B2B products could rely on training and customer success to compensate for an insufficient UX.Moreover, some B2B products (and don't be like them) make their products harder to use on purpose to sell additional training, higher support packages or consultancy services.
What can you do about that?
Try and test the B2B products you're about to buy. Be especially careful if the vendor can't offer you a trial or an in-depth demo of their solution. Study the knowledge base of the vendor - you can learn a lot about how things work in the product by looking at what is described on the knowledge base.Bonus: Built for the many vs shaped by the few
In theory, there shouldn't be much difference between how B2C and B2B products are created. Product managers should uncover painful problems on the market that many people experience and craft a solution that is valuable, feasible and so on. In practice, some B2B products are partly shaped by one or a few high-profile customers.It might not be the fault of the PMs - they might have tried to validate and discover properly. It could be because the product is niche or because the financial success (survival) depends on keeping one or a bunch of customers happy.
What can you do about that?
Try to learn your chosen vendor's approach to product development. Do they have a publicly available roadmap? Can their customers provide feedback and how does it inform product development?When two worlds collide
The lines between B2C and B2B software are blurring. While corporate admins might try and keep employees at bay with regard to the tools they use - it's a losing battle. These days people will find ways and tools they prefer to get their jobs done. I saw it myself in one company I was working for - despite having a corporate messaging app, most people still used WhatsApp for work chat.There are two ways around it - either B2B products become better or B2C products will enter their space and eat some of their pie. Both are equally tricky to pull off, but we, PMs, working on both sides should strive to do it. We should learn from each other and keep our customers at the centre of our attention. This will increase our chances to create successful, B2x products.