In this white paper, we explore the results of our comprehensive 2025 research on customer experience in distribution, based on more than 27,500 customer responses. The findings reveal how experience is now the strongest driver of loyalty and growth in the wholesale distribution industry.

We found that:

• Strong customer experience drives loyalty and growth.
• Availability, service, and pricing matter most.
• Digital tools and visibility improve satisfaction.
• Internal metrics often miss customer reality.
• AI and people shifts move teams to higher-value work.