Comparing B2B and B2C CX Competencies

In a previous post, I compared customer experience (CX) management efforts across these three types 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)

As part of our research for the report The State of Customer Experience Management, 2011, companies completed the Temkin Group customer experience competency assessment. Here’s how those different firms fared in our four customer experience competencies:

Here are some of my observations:

  • Most companies, across all groups, have not mastered the CX competencies.
  • B2C firms are the highest scoring in “Purposeful Leadership” and “Compelling Brand Values.” Their lowest scoring area is “Employee Engagement.”
  • B2B firms are the lowest scoring in “Employee Engagement.”
  • The largest gap (11 percentage points) is in the area of “Employee Engagement” where B2B & B2C firms outperform B2B firms.
  • The second largest gap (10 percentage points) is in the area of “Purposeful Leadership” where B2C firms outperform B2B & B2C firms.

The bottom line: All types of companies need to build CX competencies

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

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