RESEARCH
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The state of B2B Customer Experience management, 2025

As part of XM Institute’s 2025 Customer Experience practitioner study, we asked B2B practitioners from organizations with 1,000 or more employees about the composition and responsibilities of their CX programs, obstacles to their success, how well they connect their work to business outcomes, and their usage of AI-powered tools. 

In this report, you'll learn
    • The CX maturity stages most B2B organizations fall into today
    • Top obstacles B2B CX practitioners are facing
    • Popular AI tools and actions at B2B organizations
The world’s top brands trust Qualtrics to deliver breakthrough experiences
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