In a 2009 white paper, Siegal + Gale dubbed billing one of the unheralded touchpoints: "repetitive and important to customers but not as visible or prominent as advertisements or the retail experience."
More recently, our Most Engaged Customers* study found that the billing touchpoint created the most problems and angst for B2B customers. Based on a survey of decision makers, influencers, and day-to-day contacts, 38% reported experiencing a problem in the payment process (chart).
Source: PeopleMetrics
The highly functional nature of the billing touchpoint makes it seem less important than other "flashier" customer interactions, and it becomes difficult to...