As I’ve said in the past, many of the underlying tools and techniques for CX work across B2B and B2C settings. But how effective are the CX efforts for these types of firms?
I examined results from Temkin Group’s CX Competency and Maturity Assessment from The State of CX Management, 2012 for B2B and B2C firms. The assessment rates companies across our four CX competencies: Purposeful Leadership, Compelling Brand Values, Employee Engagement, and Customer Connectedness. As you can see in the chart below:
- Less than half of both types of firms are “good” at any of the four competencies
- B2C firms are much stronger with Compelling Brand Values (+17 points) and Purposeful Leadership (+8 points)
- B2B firms are slightly better at Employee Engagement (+3 points)
- B2B firms struggle the most with Compelling Brand Values (24%) while B2C firms struggle the most with Employee Engagement (30%)
- When I examined the overall results, 68% of B2B firms and 63% of B2C firms are in the two earliest stages of CX maturity