Episode 74 | Why B2B and DTC Both Need a CX Reality Check with Michael Bair of Bair Consulting

This week, I sat down with my good friend Michael Bair, founder of Bair Consulting, to unpack what really separates good CX in B2B from the DTC playbook, and why both worlds have a lot to learn from each other.

We cover B2B SaaS, enterprise customer success, DTC retention, and why too many brands still treat CX like an afterthought. Michael gets real about why B2B companies ignore brand at their own risk, what DTC can steal from SaaS (hint: product obsession), how subscription churn compares to six-figure SaaS contracts, the rise and overhype of AI in CX, and why empathy and product knowledge will always be the secret sauce of customer success.

If you’re leading a CX team, building SaaS, or trying to scale a consumer brand, this episode is packed with hard-won insights from two people who’ve lived on both sides of the table.

Listen now for the truth about B2B vs DTC CX, retention that actually works, and what “fractional” really means when you’re in the trenches with founders.

📲 Follow Michael:

Linkedin: https://www.linkedin.com/in/michaeljbair/

📲 Check out Bair Consulting:

Linkedin: https://www.linkedin.com/company/bairconsulting/

Website: bairconsulting.co

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