Should You Spend Your Time Improving Customer Experience or Agent Experience?

For years, B2B companies have been working to make their digital customer experience more B2C-like.

The best approach has been to start with the customer: What experiences do they value? What would delight them? Then work backwards to build those experiences.

We haven't fully mastered CX yet.

But isn't the "puck" already moving?

Increasingly, customers aren't starting their research on a company's website. They're asking an LLM to find solutions, compare alternatives and help them make decisions.

And increasingly, the "visitor" consuming your website is not a human at all, it's an AI agent acting on behalf of one.

Which raises an interesting question:

Should we be spending less time thinking only about Customer Experience (CX) and a lot more time thinking about Agent Experience (AX)?

What does a great AX even look like?

Can an agent easily understand your products?

Your differentiation?

Your technical content?

Your credibility?

Why it should recommend you instead of a competitor?

Wayne Gretzky famously said, "I skate to where the puck is going to be, not where it has been."

I wonder if many B2B companies are still skating toward CX while the puck is moving toward AX.

Are we focusing enough on Agent Experience?

Or are we about to miss the puck?

What do you think?