B2B and B2C customer experience (CX) management aren’t quite the same, which is why I wrote about the three models of B2B customer experience. I thought it would also be interesting to examine data from the report State Of Customer Experience Management, 2011 across three groups of companies (self-reported):
- Companies that primarily serve businesses (B2B)
- Companies that primarily serve consumers (B2C)
- Companies that serve both business and consumers (B2B & B2C)
This first chart (I’ll be publishing a series of these posts) looks at some overall data…
Here are some of my observations:
- These are somewhat small sample-sizes of companies, so I only look for broad, directional insights.
- In the aggregate, you can see that CX is important across all three groups; about six out of 10 companies want to be the best in their industry within three years.
- B2B companies have the least formal CX management efforts, with the least level of coordination and the and the lowest penetration of senior CX executives leading the charge.
- B2B also have the lowest penetration of formalized VoC programs and use of the Net Promoter Score (NPS), which represents a real opportunity since they also appear to get the most benefit from these efforts.
The bottom line: B2B lags B2C in CX management