B2B CUSTOMER EXPERIENCE

1. Auflage 2021
ISBN: 978-1-398-69371-5
Verlag: KOGAN PAGE

Buch, Englisch, 248 Seiten, Format (B × H): 1364 mm x 240 mm, Gewicht: 625 g

B2B Customer Experience shows readers how to deliver the very best customer experience (often referred to as CX), within the business-to-business realm. Marketers have long known that emotions are important in driving our experiences, and the subject is now high on the agenda of B2B companies who want to deliver a 'wow' to their customers. Achieving this 'wow' factor helps organizations distinguish themselves from their competition, while simultaneously winning new business and retaining existing clients. B2B Customer Experience is the essential handbook that guides the reader through the process of creating an exceptional customer experience.

Intensely practical in its approach, B2B Customer Experience is divided into five parts to walk readers through the journey of planning, mapping, structuring, implementing and controlling an effective customer experience, all bespoke for the B2B environment. Clearly argued and supported by real-world examples, this text will help readers understand critical features including the difference between customer experience, loyalty and inertia; how to use journey maps to establish strengths and weaknesses in an organization, and how to ensure that sales teams are engaged in the customer experience programme. Discussing some of the best known examples of consumer-focused customer experiences from companies such as Zappos, Nordstrom and John Lewis, B2B Customer Experience is the must-have text for any marketing professional working within a B2B environment.

Autoren/Hrsg.

Hague, Paul

Hague, Nick

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege

Inhaltsverzeichnis

Section - PART ONE: Why bother?; Section - 01: Customer experience in business to business markets; Section - 02: Exploring customer experience, loyalty and inertia; Section - 03: Understanding customer experience and profitability; Section - PART TWO: Mapping the customer experience position today; Section - 04: The six pillars of customer experience; Section - 05: Essential metrics for measuring customer experience; Section - 06: How to benchmark customer experience; Section - 07: What are the key drivers of customer experience?; Section - 08: Customer journey mapping and how to apply it; Section - PART THREE: Strategies for achieving excellent customer experience; Section - 09: Developing a customer experience strategy; Section - 10: Securing buy-in at all levels of customer experience; Section - 11: Working with sales and marketing teams tostreamline customer experience; Section - 12: How to create an internal service culture; Section - 13: Using segmentation to deliver better customer experience; Section - PART FOUR: Implementation of a customer experience programme; Section - 14: The role of brands in creating better customer experience; Section - 15: The role of products in creating better customer experience; Section - 16: Price and its role in creating better customer experience; Section - 17: Place and its role in creating better customer experience; Section - 18: Promotion and its role in creating better customer experience; Section - 19: The role of people in creating better customer experience; Section - PART FIVE: Controls that ensure the customer experience programme stays on track; Section - 20: Measuring the performance of customer experience initiatives; Section - 21: The challenge of continuous improvement in customer experience;

Über Autor(innen)

Hague, Paul
Paul Hague, based in Manchester, UK, is co- founder of B2B International. With 45 years of experience running market research agencies, his clients include Samsung, Microsoft, Henkel and Michelin. He has over 35 years of practical experience in running a successful market research agency and is the author of Market Research in Practice 5e and The Business Model Handbook, also published by Kogan Page.

Hague, Nick
Nick Hague, based in Manchester, UK, is co-founder and Head of Growth at B2B International. He is also a host on the B2B Insights Podcast in which he interviews experts on customer experience and branding.

Paul Hague is a founder of B2B International. With 35 years of experience running market research agencies, his clients include some of the largest corporations in Europe and the United States. He has written, co-authored and contributed to numerous publications on market research tools and techniques.

Nick Hague is also a founder of B2B International, having joined his father (Paul) after graduating from Manchester University. Over the last two decades, Hague has made his name as an expert in customer experience market research. He is chairman of B2B International and has co-authored the bestselling book on market research - Market Research In Practice.