B2B Customer Experience

A Practical Guide to Delivering Exceptional CX
2. Auflage 2023
ISBN: 978-1-3986-0851-1
Verlag: Kogan Page

Buch, Englisch, 272 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 617 g

Use this bestselling and practical guide to steer you through how to create exceptional customer experience for the modern B2B consumer. This new edition explores key topics such as AI, the role of IT in customer experience and customer relationship management. B2B Customer Experienceshows readers how to deliver the very best customer experience within the business-to-business industry. Intensely practical in its approach, it 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. Now newly revised, this new edition will provide new case studies demonstrating what makes for good or bad customer experience as well as providing new tactics and strategies that will help build an effective customer experience plan. This new edition also aims to guide the reader on how to successfully incorporate AI into their strategy whilst still delivering great customer experience. 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 Kundenbeziehungsmanagement, Kundenpflege
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

• Section - ONE Part one: Why Bother?;
• • Chapter - 01: What is customer experience and what triggers it?;
  • Chapter - 02: The importance of customer experience;
  • Chapter - 03: The Net Promoter Score and customer experience;
• Section - TWO Part two: A Plan For Delivering Excellent Customer Experience;
• • Chapter - 04: The six pillars of customer experience;
  • Chapter - 05: Staying on track;
  • Chapter - 06: Staying ahead of the competition;
  • Chapter - 07: Drivers of customer experience;
  • Chapter - 08: Customer experience throughout the customer journey;
• Section - THREE Part three: Turning The Customer Experience Plan Into Action;
• • Chapter - 09: The long and the short of customer experience;
  • Chapter - 10: Selling your customer experience strategy within your company;
  • Chapter - 11: Building a customer experience culture;
  • Chapter - 12: Horses for courses;
  • Chapter - 13: Getting the right people;
• Section - FOUR Part four: Linking Customer Experience To The 4Ps;
• • Chapter - 14: How your brand affects customer experience;
  • Chapter - 15: How your products affects customer experience;
  • Chapter - 16: How your prices affects customer experience;
  • Chapter - 17: How distribution and the supply chain affects customer experience;
  • Chapter - 18: How advertising and promotions affects customer experience;
• Section - FIVE Part five: The Role Of IT In Customer Experience;
• • Chapter - 19: Make or break;
  • Chapter - 20: Customer relationship management;
• Section - SIX Part Six: Moving Forward;
• • Chapter - 21: 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.

Nick Hague, based in Manchester, UK, is co-founder and Head of Growth at B2B International. He has over 25 years' experience working across all industry sectors in B2B market research. He hosts the B2B Insights Podcast where he regularly interviews experts on B2B marketing, customer experience and branding. Paul Hague, based in Manchester, UK, is co-founder of B2B International. He has close to 50 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.