Report: Raising Customer-Centricity Across the B2B Enterprise

1404_B2B CX Case Studies_COVERWe just published a Temkin Group report, Raising Customer-Centricity Across the B2B Enterprise. The research provides in-depth case studies of five B2B firms. Here’s the executive summary:

Temkin Group research shows that good customer experience (CX) drives loyalty with business customers. These same business customers, influenced by their personal experiences as consumers, have raised their expectations in their business-to-business (B2B) relationships. While most large B2B organizations have a low level of CX maturity, our research shows that 56% of them have the goal of delivering industry-leading customer experience within three years. To understand how B2B organizations are improving their customer-centricity, we compiled case studies of five organizations that are raising the bar in CX: Ciena, Crowe Horwath, Fiserv, Genworth Financial, and Oracle. To assess your organization’s CX maturity, use Temkin Group’s Customer Experience Competency Assessment, and compare the results to data from other large B2B firms.

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The report provides 40 pages, including rich details on B2B CX and benchmark data to evaluate your B2B CX against other large organizations. Some of the data points in the report include:

  • 12% of large B2B organizations are in the highest two levels of CX maturity (out of six levels).
  • 8% of large B2B organizations have very good ratings in Compelling Brand Values, the lowest rated CX competency.
  • 79% of large B2B organizations identify “other competing priorities” as a key obstacle to CX success, compared with 65% of non-B2B firms.
  • 56% of large B2B organizations have a goal to be CX leaders in their industries within three years.

The five case studies go deep into how some great practices for infusing good CX across B2B organizations:

  • Ciena: When Ciena began its customer experience journey 18 months ago, it set out to “engage, inform, and transform” the organization. It started its journey by using deep customer insights to hone in on what matters most to customers and now focuses on strengthening its culture and continuously improving.
  • Crowe Horwath: As a professional services firm, Crowe’s employees are its customer experience. Therefore, Crowe focuses its efforts on capturing and sharing all client feedback with its employees, and it uses a variety of tactics to involve them in shaping its CX efforts.
  • Fiserv: While technology underpins the customer experience tools, analyses, and reporting that drive Fiserv’s CX efforts, the company also integrates a human element into its efforts by using employee coaching, performance management, and rewards and recognition programs to engage employees in their work.
  • Genworth Financial: The CX team at Genworth uses a combination of approaches—from customer journey mapping to service dashboards to innovation ideation—to involve employees across the organization in its customer experience efforts.
  • Oracle: Oracle continues to raise customer-centricity across its global footprint by listening, responding, and collaborating with customers to identify and take action on customer experience improvement opportunities.

The case studies highlight practices affecting all four customer experience core competencies:

1406_B2B4CXCompetencies

Download report for $195
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The bottom line: B2B firms need to improve customer experience.

About Bruce Temkin, CCXP
I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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