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.

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In 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.

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The bottom line: Good CX practices transcend business models.

This blog post was originally published by Temkin Group prior to its acquisition by Qualtrics in October 2018.