5 tips for B2B2C Customer Experience Success

Updated: Oct 23


Companies that don’t sell directly to their end customers can still strive to build loyalty through excellent customer experience. When a company doesn’t have sole control over the customer relationship, it has to recognise the entire system of relationships that influence the end customer’s experience.


The B2B2C environment is complex and full of challenges that hamper companies’ ability to deliver great customer experience to their end customers. Many companies reach their end customers through a variety of channel partners—from independent agents and dealerships, to resellers and distributors.

1. Voice of the partner - learn about your partners' perceptions

A company can learn a lot about the partner experience, the end customer experience, and the marketplace from its channel partners.

  • Listen to partners to learn how they perceive the ease of working with your company, the quality of your products and services and how you compares to its competition.

  • Gather insights across partners' entire journey.

  • Develop actionable feedback programmes.

  • Monitor the strength of your channel partner relationships.

  • Co-design your customer experiences with partners.


2. Customer insights co-operation - gather and share end customer information

Instead of capturing customer insights separately, companies and their channel partners will benefit from more powerful insights by sharing their information and analyses.

  • Work together on gathering and sharing end customer information.

  • Tackle problems affecting both partners and customers.

  • Share customer feedback requiring immediate attention.

  • Help your partners enable their own customer feedback process.


3. CX capabilities development - share approaches to improve end customer CX

While a company can try to improve the end customer experience in B2B2C alone, it will likely be more successful if it strengthens not only its own CX knowledge and skills, but also those of its partners.

  • Include partners in customer journey mapping.

  • Invest in partners knowledge of CX.

  • Help your partners with their CX.


4. Partner engagement - drive alignment in values & goals

Good partnerships don’t happen by accident. Companies must create the conditions in which a mutually valuable relationship can be built and maintained over time.

  • Select partners committed to your brand promise.

  • Make sure partners understand your CX vision.

  • Embed CX metrics into your partner agreements.

  • Extend product launch communications and training to your partners.


5. Channel management collaboration - working together to create seamless experiences

A company’s CX team cannot overlook the control and influence of the channel management function.

  • Discuss & diagnose partner insights with channel management.

  • Tap into existing partner communication processes.

  • Develop close-the-loop processes.

  • Visit your partners face to face.


Good partnerships don’t happen by accident. Companies must create the conditions in which a mutually valuable relationship can be built and maintained over time.

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