The business technology sector (which includes the provision of hardware and software) provides the best business-to-business (B2B) customer experience in the UK, according to a new KPMG Nunwood report. The research also reveals that UK B2B companies continue to lag behind their US counterparts when it comes to customer experience.

The firm surveyed nearly 3,000 B2B respondents* at more than 130 B2B US and UK companies about their experience of dealing with B2B businesses.

David Conway, Director at KPMG Nunwood, said:

“Our expectations of customer experience are heavily influenced by our own interactions as consumers and that’s why we increasingly hear about the ‘consumerisation’ of B2B. That said, B2B is more complex than the more traditional business-to-consumer relationship. There are a greater number of stakeholders involved, ranging from the end users of a product or service, to a decision maker making the purchase or entering a contract.” UK 2016 B2B sector performance (PR) -01 copy

In the B2B Customer Experience Excellence (CEE) analysis, decision makers (those that give the final sign-off, either on their own or as part of a committee) stated that the business technology sector led the way for customer experience – ahead of the legal sector in second place and the insurance sector in third. Meanwhile, the telecoms sector came last. Commenting on the findings, David Conway, added:

“The business technology sector is driven by value, service and being able to provide a solution which meets an organisation’s specific requirements, which are often very detailed. It is therefore logical that the sector scores so highly, particularly when it comes to the personalisation of products and services. Technology is also vital to operational success, adding to the importance for great customer experience.”

Tudor Aw, Partner and Technology Sector Head at KPMG UK, commented:

“The sector’s performance is reflective of the trend we are seeing more widely. Businesses are increasingly sourcing their technology or technology services from providers who focus on a particular area, and are therefore better placed to excel in the niche they specialise in. As such, we often see businesses seeking best of breed software tools, or splitting large IT outsourcing contracts into ‘tower’ structures so that services are delivered by specialist providers.

“Also likely to be contributing to the business technology sector’s ranking is the fact that the IT market has become extremely competitive, and customer experience is often the key differentiator.”

UK vs US Comparison:

KPMG Nunwood’s B2B CEE report provides further evidence of the US outperforming the UK when it comes to customer experience. The US takes an 8% lead on the UK (CEE score 7.44 and 6.89, respectively).

The gap between the two countries was actually larger for B2B customer experience than it was for B2C. Recent KPMG Nunwood research had found that the gap between the UK and US is beginning to close for B2C customer experience.

Six Pillar - UK vs US

David Conway added: “Customer experience plays a bigger role in US companies’ decision making processes, and suppliers have had to up their game accordingly. This is likely to be one of the main contributing factors to the gap between the UK and the US.”

You can download KPMG Nunwood’s B2B Customer Experience report: Winning in the moments that matter in full: here




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Simon Wilson, KPMG Corporate Communications

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KPMG Press office

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Notes to editors:

  • The Customer Experience Excellence (CEE) metric is a weighted average of each brand’s score in The Six Pillars that drive brand advocacy and loyalty (Personalisation, Time and Effort, Resolution, Integrity, Expectations, Empathy).
  • *Methodology of KPMG Nunwood B2B Customer Experience: Research was conducted in October 2016 amongst 2,974 B2B respondents, spanning end-Users, Influencers and Decision Makers. These members of the DMU were included across all six B2B sectors, with the exceptions of Insurance, which did not include users due to the likelihood of third party interaction
  • KPMG Nunwood provides an end-to-end approach to customer experience management: a platform to move organisations from the desire to excel, through change, to leading performance. To achieve this, KPMG Nunwood combines voice of the customer/NPS programmes, customer journey mapping and experience design and customer experience strategy, helping client to tackle common customer experience problems more effectively.

About KPMG

KPMG LLP, a UK limited liability partnership, operates from 22 offices across the UK with approximately 13,500 partners and staff.  The UK firm recorded a revenue of £2.07 billion in the year ended 30 September 2016. KPMG is a global network of professional firms providing Audit, Tax, and Advisory services. It operates in 155 countries and has 189,000 professionals working in member firms around the world. The independent member firms of the KPMG network are affiliated with KPMG International Cooperative ("KPMG International"), a Swiss entity.  Each KPMG firm is a legally distinct and separate entity and describes itself as such.