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'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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