Beyond Satisfaction: What Truly Defines ‘Best’ in B2B CX Consulting, According to Jim Tincher, CCXP

In a recent LinkedIn post, Jim Tincher, CCXP, founder of Heart of the Customer, LLC, addresses the complexities of defining “best” within the B2B customer experience (CX) consulting space. His commentary follows the recognition of Heart of the Customer, LLC by Digital Reference as one of the top CX consulting firms in the U.S. Tincher acknowledges the honor and the esteemed company on the list, but he quickly pivots to a more critical examination of industry metrics.

“A list like this raises a fair question, though: what does ‘best’ even mean in B2B?”

Tincher argues that traditional measures of customer satisfaction, while important, fall short in predicting future business growth. Drawing on extensive research, he highlights a significant disconnect between stated satisfaction and actual customer behavior.

The Satisfaction vs. Growth Discrepancy in B2B

As Jim Tincher, CCXP, points out, the B2B landscape often presents a misleading picture when relying solely on satisfaction scores. His firm’s research, involving interviews with 818 B2B customers, revealed a substantial gap between expressed contentment and the intention to expand business relationships.

“Across 818 B2B customer interviews, we found that 81% of customers say they’re satisfied and only 27% plan to grow with you. That’s a 54-point gap,” Tincher states in his post. This data suggests that while many clients may feel adequately served, this sentiment doesn’t automatically translate into increased revenue or deeper partnerships.

Satisfaction as a Baseline, Not a Differentiator

According to Jim Tincher, CCXP, the high levels of reported satisfaction in B2B interactions are merely a foundational requirement rather than a true indicator of a firm’s effectiveness or potential for future engagement. He emphasizes that satisfaction, in itself, offers minimal insight into a company’s revenue trajectory.

“Satisfaction is table stakes, and it tells you almost nothing about where your revenue is going next year.”

This perspective challenges the conventional wisdom that high satisfaction scores are the ultimate goal. Tincher posits that true value in B2B CX consulting lies in the ability to move beyond superficial metrics and influence tangible business outcomes.

Identifying True Value in CX Consulting

Jim Tincher, CCXP, contends that the firms genuinely making an impact are those capable of guiding clients toward investments that directly correlate with increased wallet share. This involves a nuanced understanding of customer behavior and the strategic drivers of business growth.

In his view, the most effective CX consultants are those who can differentiate between initiatives that foster positive customer sentiment and those that demonstrably contribute to revenue expansion. He articulates this by saying:

“The firms worth hiring are the ones that can tell you which customer investments move wallet share, and which ones just make people feel good about you on the way out the door.”

This distinction is crucial for businesses seeking to optimize their CX strategies and ensure that their investments yield measurable returns. Tincher’s analysis underscores the need for a results-oriented approach in the B2B CX consulting sector, moving beyond mere relationship management to focus on measurable economic impact.

Tincher concludes his post with gratitude for the mention and congratulations to his peers on the list, reinforcing a collegial yet discerning perspective on the industry’s benchmarks for success.