The One With B2B CX – Kári Thor Runarsson E248

Jan 27, 2026

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B2B customer experience is often treated like B2C with bigger contracts and longer sales cycles. That shortcut causes real problems. In this episode, Rick talks with Kári Thor Runarsson about why B2B CX needs its own thinking, its own metrics, and far more attention to relationships that quietly drift long before renewal.

Kári has spent his career in B2B, including startups and non-tech industries, questioning borrowed frameworks and shallow measurements. The result is a grounded conversation about silence, contracts, commoditization, and why experience is often the only real differentiator left.

Key Takeaways

B2B decisions involve multiple stakeholders with competing success metrics
Silence is one of the strongest churn signals in B2B relationships
Net Promoter Score breaks down quickly in complex B2B environments
Customer experience becomes decisive as industries commoditize
Startups often overestimate how well they understand customer dissatisfaction

CHAPTERS

00:00 Introduction and first Iceland-based CX Passport guest
02:00 Marketing and CX are more fluid than organizations admit
04:50 What B2B leaders misunderstand about customer experience
07:45 Silence, contracts, and how churn really starts
10:40 Stakeholders, misaligned objectives, and missed signals
14:20 CX maturity across regions and markets
16:00 First Class Lounge
20:30 Why CX matters most outside of tech and SaaS
24:20 Where B2C thinking hurts B2B CX efforts
27:00 CX advice for B2B startups
28:50 Where to find Kári and closing thoughts

Guest Links

Kári Thor Runarsson on LinkedIn https://www.linkedin.com/in/karithor/
Cliezen: https://www.cliezen.com

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I'm Rick Denton and I believe the best meals are served outside and require a passport.

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