Are B2B customers more satisfied than B2C?

From most books and articles one might conclude that customer experience applies more readily to B2C, as B2B examples are few and far between. However, there are some companies that excel in B2B CEM, such as Boeing, Motorola, Applied Materials, Xerox, HP, Caterpillar, HCL Technologies to name a few. My own career has predominanty been in B2B, and I find B2B to be just as exciting as, and in some cases more challenging than, B2C (e.g. accommodating the multiple players influencing purchase and re-purchase decisions). The company I worked at from 1994-2005 topped independently conducted industry customer satisfaction rankings for 18 years straight. (http://www.eetimes.com/electronics-news/4088055/Applied-again-top-gear-vendor...)

In my quest to bring more visibility to B2B CEM best practice companies, the 2nd Annual ClearAction Business-to-Business Customer Experience Management Benchmarking Study is currently underway. If you're a B2B CEM practitioner in a large/mid-size company, not selling consulting or CEM tools/services, please participate: http://tinyurl.com/cem-b2b (see FAQs at http://clearaction.biz/benchmark)

I'd love to see a better balance in literature representing both B2B and B2C companies who are striving to provide superior customer experience. Keep in mind that Customer Experience is much more than customer service! (http://www.focus.com/briefs/general-management/customer-experience-management...)