B2B Customer Experience - A Practical Guide to Delivering Exceptional CX

Understand all areas of creating an exceptional customer experience that is bespoke to the B2B realm, with this practical and essential guide to the process.

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 hel p 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.

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 exper ience;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;