Why B2B and DTC Both Need a CX Reality Check with Michael Bair of Bair Consulting
Why B2B and DTC Both Need a CX Reality Check with Michael Bair of Bair Consulting
This week on After Hours x Above the Fold, I caught up with my friend Michael Bair, founder of Bair Consulting. He’s a fractional CX consultant who’s been in the game for years, leading customer success at ServiceTitan, running CX + B2B sales at FIGS, and now helping founders design experiences their customers actually love.
Michael’s perspective is sharp because he’s lived on both sides: the complexity of B2B software and the speed of DTC e-commerce. Together, we dug into the gap between the two, and what each can actually learn from the other.
B2B ignores brand at its own risk
Most B2B companies think “brand” means case studies and testimonials. Michael argues that real brand is about building community and loyalty, not just proving stickiness with a white paper.
DTC should be more product-obsessed
B2C founders often chase growth and acquisition so hard that they forget the product itself. B2B’s product-led mindset—building value, evolving features, and sticking close to the customer, could save a lot of DTC brands from losing touch as they scale.
Retention looks different, but it’s the same fight
An enterprise contract and a candy subscription seem worlds apart, but both depend on keeping people around. Michael explains why subscription churn can hit 60% after first purchase, while enterprise churn is basically unacceptable. The tactics differ, but the philosophy is the same: community and trust matter.
AI is overhyped (for now)
Michael and I got into it about AI in CX. Spoiler: it’s not replacing your team anytime soon. Most tools don’t deliver on their lofty sales pitches, and if you’re not actively managing the robots, they’ll disappoint you fast.
What makes a great CSM
Forget the buzzwords, Michael’s hot take is that customer success managers win when they know the product cold. Empathy and communication matter, but if you can’t answer a customer’s question with confidence, you’ll lose trust instantly.
Michael’s honesty about both B2B and DTC is exactly why I wanted this conversation. CX isn’t about choosing sides, it’s about learning what actually works and cutting the fluff.
