C2B (customer-to-business) is an approach to the creation and constant improvement of digital strategy and communication. At the basis of this approach is the wish to develop a product or service, based on the "Voice of the Customer", that is customer reviews, ratings, engagement metrics, data on web reputation etc.
This two-way communication is equally beneficial both for the customers and the company. It allows to ideate new products/services based on the clients' needs, and thus to satisfy customers, at the same time lowering the risks related to the introduction of new products to the market.
This way, the clients can make an impact on the product/service evolution, while the company opens new ways of improving customer experience.