Business-to-Business-to-Customer (B2B2C) CX Best Practices

We often get asked by companies that don’t directly serve consumers if they can learn from customer experience content that seems to be more focused on business-to-consumer (B2C) models. The answer: Absolutely yes!

Our research does include some items that are B2C-oriented, but most of our core ideas apply quite well in other models, including business-to-business (B2B), government and non-profits.  We’ve had no problem using our insights to help a wide range of organizations.

In our report The Secret to B2B2C Customer Experience Success, we discuss a more complex B2B model, business-to-business-to-customer (B2B2C). The goal of CX in B2B2C is to:

Enhance end customer experience in a way that satisfies the needs of channel partners

B2B2C CX is all about four relationships:

  1. Company to Channel Partners. To deliver great CX to customers, a company also needs to nurture its relationships with its channel partners to help them be successful.
  2. Channel Partners to End Customer. In this relationship, a company can only influence how channel partners think about and deliver CX in the partner’s interactions with the end customer.
  3. Company to End Customer. These interactions provide the company with the best CX opportunities to deliver great CX to the end customer because such interactions are wholly under a company’s control.
  4. Company and Channel Partner to End Customer. These are times when a company and a channel partner engage the end customer as one unit. In these instances, both partners need to share a common vision of how the CX should be delivered.

1611_b2b2cfundamentalsIn the chart below, you can see how to infuse these four CX core competencies across the relationships:

  1. Purposeful Leadership: Operate consistently with a clear set of values.
  2. Employee Engagement: Align employees with the goals of the organization.
  3. Compelling Brand Values: Deliver on your brand promises to customers.
  4. Customer Connectedness: Infuse customer insight across the organization.

1611_b2b2c4cxcompetencies

The bottom line: Good CX practices transcend business models.

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 “Business-to-Business-to-Customer (B2B2C) CX Best Practices”

  1. Thanks for sharing this and highlighting what can be done with B2B CX. I agree, it’s often overlooked in lieu of B2C. Similar insights and strategies can be driven by B2B CX much in the way it’s done for B2C companies.

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