Best Practice Report

Q&A: Defining “Customer” At B2B2C Companies

Insights From A CX North America Panel Discussion

August 11th, 2020
Sam Karpinski, null
Sam Karpinski
With contributors:
Brian Mukasa , Harley Manning , Shayna Neuburg


B2B2C companies deliver value to multiple types of customers (including intermediaries — the first “B” — and end consumers), which can make it difficult for them to know the types of customers on which to focus. Many endeavor to deliver on their intermediaries’ experiences, but this shifts their attention away from the end customer — which can be a really big mistake. This Q&A report shares insights from a panel at our CX North America forum in which two B2B2C customer experience (CX) leaders shared how they refocused their efforts to make sure they included the end customer.

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