Practices in which B2B customer experience leaders are strong and distinguish themselves from laggards:
- Mapping the customer journey to identify critical touchpoints
- Collecting NPS regularly and acting on findings
- Consistency across various platforms, agencies and tools
- Using personas for different customer types
Leaders are the 15% of the survey sample who are strong on 5 or 6 of the 6 identified pillars of customer experience. Laggards (30% share) are not strong on any.