Customer Experience expert Jim Tincher provides the wisdom and tools to show business-to-business (B2B) organizations how to build and sustain superior customer experience (CX) 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 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). His customer experience consultancy, Heart of the Customer, delivers next-generation CX best practices that go beyond insights and recommendations to empower and activate organizations to generate customer-driven value and bottom-line growth. Jim serves on the Consumer Insights and Analytics Advisory Board for the University of Minnesota Duluth, and lives in Minneapolis, MN, with his wife, Sue.