Comparing B2B and B2C CX Obstacles

In previous posts, I compared customer experience (CX) management efforts and CX competency assessments across these three types of companies:

  • 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, we asked companies to identify significant obstacles to their CX efforts. Here’s how those different firms responded:

Here are some of my observations:

  • “Other competing priorities” is the biggest problem for all companies, but it is much more of an issue in B2C firms
  • B2B firms run into three obstacles considerably more than B2C firms: “lack of commitment from senior executives,”lack of leadership for CX efforts,” and “lack of a clear customer experience strategy.”
  • The obstacles that B2B companies face represent a lack of internal commitment to making major CX improvements

The bottom line: B2B firms lack the CX commitment of B2C firms

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.

One thought on “Comparing B2B and B2C CX Obstacles”

  1. Interesting results… specially B2B ranking lowest in understanding of customers. With all key account management and relationship based selling, one would expect that customer understanding in B2B is higher than in B2C.

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