Having worked on b2b software for a while, targeting users rather than buyers really resonated with me. A lot of b2b software is quite simply garbage. None of the amazing UX patterns that we have come to accept as baseline for b2c are present in b2b software (for the most part). User feedback is rarely solicited; if it is, it’s not prioritized by product teams. And the reason is very simple: users don’t matter. Unlike b2c users who can just leave, b2b users are being paid to use the software as a tool to get something done. They often have very little say over what product needs to be purchased. Even if there might be outliers, the industry as a whole doesn’t prioritize users so the market is also pretty small. The decision makers are executives who are weighing a list of (supposed) features, integrations etc. and price.
It’s good to see freshworks use a different approach and succeed with it, I wish them the best.
P.S: I’ve used Zendesk a lot and it ranks among the worst tools I’ve used (a few rungs above JIRA). I hope I get to use Freshworks equivalent at some point.
It’s good to see freshworks use a different approach and succeed with it, I wish them the best.
P.S: I’ve used Zendesk a lot and it ranks among the worst tools I’ve used (a few rungs above JIRA). I hope I get to use Freshworks equivalent at some point.