B2B Customer Experience: Making It Work Across Teams, Technology and the Full Account
Is B2B customer experience genuinely harder to get right — or is it just organised differently? In this November 2025 ACXPA CX Roundtable, James McIntyre and Andrew Ritchie dig into the structural and strategic challenges of CX in B2B: from aligning cross-functional teams and building holistic listening programs to the real role AI can play in understanding customers and the brand experience gap that most organisations are still missing.
Watch the full roundtable
This roundtable is in the Members' Roundtable library.
Members get more
Want this roundtable, and every one before it?
The November 2025 CX Roundtable is in the Members' Roundtable library. Membership opens every past session, plus the tools to get through them fast.
- Key momentsJump straight to the parts of the discussion that matter.
- Key slidesEvery slide, linked to the moment it's discussed.
- Leader briefA ready-made summary to share with your team.
- Practical takeawaysClear actions you can use in your own operation.
- The full Roundtable libraryEvery past session, with searchable transcripts.
- Roundtable AI AssistantAsk a question and get answers from every session.
November 2025 CX Roundtable Host & Panel
The practitioners behind the discussion.
Kevin Perry
Head of Customer Experience & Personalisation | IVE Group
Connect on LinkedIn James McIntyre
Principal Consultant | JMC Marketing & CX
Connect on LinkedIn Andrew Ritchie
Founder & Strategy Director | Wonder Works Digital
Connect on LinkedIn