In this episode of The CX Lens, we delve into the evolving landscape of B2B customer experience management (CXM) as we approach 2025. With CX becoming a pivotal differentiator, B2B organizations face the challenge of delivering value across complex customer journeys involving multiple stakeholders. We explore strategic CXM archetypes, the impact of emerging technologies like AI and blockchain, and how leaders can align CX initiatives with both operational efficiency and emotional resonance.
💡 What You’ll Learn:
The growing significance of CXM in B2B markets
Three universal CX goals: Relieve, Enable, Enrich
Strategic CXM archetypes: Champion, Cherry Picker, Minimalist, Fashionista
The transformative role of AI, IoT, and blockchain in B2B CX
Aligning sustainability and ethical practices with CX strategies
The importance of data-driven decision-making in refining CX
Overcoming internal resistance to foster a customer-centric culture
📚 Sources & Inspiration:
Wirtz, J., Kowalkowski, C., Jaakkola, E., Holmlund, M., Ulaga, W., & Ahmed, T. (2025). Customer experience management in B2B markets: CXM value propositions and archetypical CXM strategies. Journal of Business Research, 189, Article 115165. https://doi.org/10.1016/j.jbusres.2024.115165
Forrester Research. An Inside Look At The Forrester B2B CX Index. Demand Gen Report. https://www.demandgenreport.com/blog/an-inside-look-at-the-forrester-b2b-cx-index/7400/
1827 Marketing. (2024). Reimagining B2B Customer Experience in 2025: Strategies for Success. https://1827marketing.com/smart-thinking/reimagining-b2b-customer-experience-in-2025-strategies-for-success
Zolkiewski, J., Story, V.M., Burton, J., Chan, P., Gomes, A., Hunter-Jones, P., O'Malley, L., Peters, L., Raddats, C., & Robinson, W. (2017). Strategic B2B customer experience management: The importance of outcomes-based measures. Journal of Services Marketing, 31(2), 172–184. https://doi.org/10.1108/JSM-10-2016-0350
🧠CX Lens
The CX Lens explores what it truly takes to lead through the eyes of the customer.