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.