Despite an increasing interest in and commitment to customer experience (CX), business-to-business (B2B) organizations still have room for improvement when it comes to adopting the discipline of experience management (XM).

To explore how B2B organizations can accelerate the results of their CX programs, I talked with over a dozen companies who are building and maturing CX broadly across their enterprises. After interviewing both practitioners and subject matter experts, it became clear that rather than establishing XM as a separate set of standalone activities, B2B CX teams need to embed XM capabilities into existing B2B processes. The five processes we focus on in this research report, titled B2B CX Best Practices: Embedding Actionable Insights into Key Processes, are account health monitoring, dynamic relationship management, insight-driven expansion, continuous reference-ability, and targeted best practice sharing.

The report takes a closer look at practices across these five processes and shares over 30 examples of how B2B organizations are stepping up their CX efforts with the help of insights being gathered from customers, employees, partners, and other sources.

In this short, 12-minute video, I describe the report in more detail and share a few of my favorite examples from the field.

Aimee Lucas, CCXP, is an XM Catalyst with the Qualtrics XM Institute