Best Practice Report

Your Brand’s Customer Experience Depends On Intermediary And Customer Understanding

Best Practices For Qualitative And Quantitative Research With And About Intermediaries

December 14th, 2020
Angelina Gennis, Senior Analyst
Angelina Gennis Senior Analyst
Sam Karpinski, null
Sam Karpinski
With contributors:
Brian Mukasa , Harley Manning , Kelly Price , Shayna Neuburg

Summary

B2B2C firms looking to improve the end-customer experience must first understand the current experience — not just of the customers but of the intermediaries who deliver those experiences as well. CX professionals should adopt a variety of methods to inform journey mapping, prioritization, enablement, and the other activities that drive improvement. This report highlights best practices for conducting qualitative and quantitative research into the intermediary experience (IX) and the customer experience (CX) provided by those intermediaries.

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