Do B2B Better

Drive bottom-line results within your B2B organization by delivering superior customer experience as a core business activity

Any business leader knows that customer loyalty is the key to a thriving business. But what if your customer is another business? Consistent research shows that most B2B companies lag behind their B2C counterparts in customer experience, primarily because of the increased complexity in serving businesses over individual consumers.

Do B2B Better is a call to action for business-to-business (and B2B2C) organizations to improve their customer experience strategy, leveraging a powerful model called the CX Loyalty Flywheel. From interviews with hundreds of CX leaders, Jim Tincher shares stories of how B2B companies have implemented successful CX programs, including Dow, Hagerty, and UKG. Discover what sets top performers apart from the competition and learn how to deliver exceptional experiences—and bottom-line results—for your organization.

Jim Tincher

Jim Tincher sees the world through the eyes of customers. He is a nationally recognized customer experience expert and keynote speaker, and the coauthor of How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change.

Jim developed a passion for customer experience when leading CX programs at Best Buy and UnitedHealth Group. An early advocate for CX, he was the second customer experience professional in the world to be certified by the Customer Experience Professionals Association (CXPA).

“Does customer experience matter in B2B? Absolutely! B2B firms trail consumer-facing firms in many areas, so there’s plenty of opportunity to improve. With dozens of case studies, Do B2B Better provides guidance on how to close that CX gap.”

Bruce Temkin, Head of Qualtrics XM Institute and cofounder, Customer Experience Professionals Association

“CX professionals must mobilize their entire organizations to deliver high-value customer experiences. Do B2B Better draws on Jim’s extensive real-world experience and interviews with practicing CX leaders to serve as a guide on how to make the case for CX to your organization, understand customer emotions and desires, and develop a scalable, measurable approach that achieves results.”

Greg Melia, CEO, Customer Experience Professionals Association

“CX is difficult and even more challenging to create loyalty when those customers are businesses, requiring you to align all your silos. There aren’t many guides available that focus specifically on the B2B or B2B2C experience. This book is packed with real-life examples from CX leaders who bravely lead CX change efforts—driving increased customer loyalty and revenues.”

Lisa Crymes, Chief Revenue Officer, Preventric

“Providing an excellent and differentiated customer experience is as critical to the success of business-to-business (B2B) organizations as it is to business-to-consumer (B2C) organizations. Based on interviews with hundreds of CX leaders and dozens of case studies, Do B2B Better provides a compelling framework for how B2B leaders can increase the impact and effectiveness of their customer experience investments.”

Mark Smith, Senior Vice President of Customer Experience, Tangoe

“Do B2B Better offers a library of useful case studies and examples showcasing how the best organizations identify, manage, measure, and evaluate customer experiences. The book is filled with practical advice and techniques to accelerate the CX Loyalty Flywheel.”

Tim Gabel, CEO, RTI International