Customer Experience in B2B Channels: Foundation and Execution

B2B suppliers often fail to include channel partners in planning and executing their customer experience (CX) efforts. The channel is often a blind spot for CX initiatives. Despite B2B firms’ growing recognition of the importance of CX, they often overlook channel partners’ role and the experience of their customers. To deliver high-quality CX, pay attention to the complete experience, including direct and indirect interactions, which requires considering partners and their customers when assessing areas of the CX landscape like customer marketing, online experience, and account management. This report outlines foundational and execution areas of CX and how to apply them in the channel.