B2B Customer Experience: A Practical Guide to Delivering Exceptional CX

✍ Scribed by Paul Hague, Nicholas Hague

• Publisher: Kogan Page
• Year: 2023
• Tongue: English
• Leaves: 273
• Edition: 2
• Category: Library

✦ Synopsis

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.

✦ Table of Contents

Cover
Contents
Preface
Acknowledgements
PART ONE Why bother?
01 Customer experience in business to business markets
Like it or not, you are going to have to become more like McDonald’s
What is customer experience?
Learning from the high street
Emotions and customer experience
The triggers of emotions
Small spoonfuls of delight
The structure of the book
Things to think about
Reference
02 Exploring customer experience, loyalty and inertia
Satisfaction and loyalty
Loyalty to businesses
Recovering lost loyalty
Customer experience and moments of truth
Things to think about
References
03 Understanding customer experience and profitability
Company attitude, customer experience and memories
The service profit chain
Customer satisfaction and return on investment
Net Promoter Score® (NPS) and growth
Customer satisfaction and diminishing returns
Things to think about
References
PART TWO Mapping the customer experience position today
04 The six pillars of customer experience
The customer experience recipe
Commitment
Fulfilment
Seamlessness
Responsiveness
Proactivity
Evolution
Things to think about
Notes
References
05 Essential metrics for measuring customer experience
Internal measures of CX
External measures of CX
Open-ended comment
Goals for customer experience
Goals for different groups
Total quality management and customer experience
Things to think about
References
06 How to benchmark customer experience
What to benchmark
Benchmarking metrics
Who to benchmark against
Cultural differences
Frequency of measurement
Things to think about
References
07 What are the key drivers of customer experience?
Memory as a driver of CX
Using science to determine the drivers of customer experience
The importance of emotions
Employees as drivers of excellent customer experience
Things to think about
References
08 Customer journey mapping and how to apply it
The customer journey
Mapping the journey
How to develop customer journey maps
Speaking to customers
Communicating the customer journey map
Things to think about
References
PART THREE Strategies for achieving excellent customer experience
09 Developing a customer experience strategy
The importance of a strategy
Six pillars with long- and short-term strategies
Things to think about
References
10 Securing buy-in at all levels of customer experience
Buy-in at all levels
Change at the coal face
Change throughout the company
Creating an internal service culture
Stop worrying about the 1 per cent of customers who take advantage
Soften up the legal eagles
Benchmark as much as possible
Things to think about
Note
Reference
11 Working with sales and marketing teams to streamline customer experience
The challenge of the large company
Who owns customer experience?
The value of a dedicated customer experience manager
Department goals that are not aligned
Aligning departments
Taking things for granted over time
Things to think about
Reference
12 How to create an internal service culture
What is culture?
The customer comes second
Support from the top
Hiring the right people
Training
Empower people
Communication
Rewards and awards
Things to think about
References
13 Using segmentation to deliver better customer experience
People and companies are not all the same
Segmentation and customer experience
Dealing with the decision-making unit
Segmentation and product proliferation
Arriving at a business to business segmentation
Arriving at a segmentation that is best for you
Problems with needs-based segmentations
Profiling the segments
Making the segmentation workable for the salesforce
General Data Protection Regulation (GDPR) – applicable to the European Union
Things to think about
References
PART FOUR Implementation of a customer experience programme
14 The role of brands in creating better customer experience
The long and the short of it
The role of the brand
Brands light up emotions
Using brands to differentiate
Adding value
Business to business branding
Things to think about
References
15 The role of products in creating better customer experience
Product – the heart of the offer
Selecting the product
Product packaging
Product use
Improving customer experience by product design
The augmented product
Things to think about
References
16 Price and its role in creating better customer experience
Price expectations
Price, the value buster
Trends in B2B pricing
Becoming more customer centric using price
Keeping track of prices
Things to think about
References
17 Place and its role in creating better customer experience
Customer experience in the marketing channel
The logistics of distribution
Customer experience in the B2B channel
Merchant trends
Things to think about
Note
Reference
18 Promotion and its role in creating better customer experience
The changing role of promotions
The emotional connection with B2B suppliers
Promotions that excite
Making B2B promotions work
Public relations
Things to think about
References
19 The role of people in creating better customer experience
What are relationships?
Building strong personal relationships in business to business companies
Hiring the right people
Training
Things to think about
References
20 The role of technology in creating better customer experience
Some things never change
E-commerce is changing everything
Using a digital offer to make a difference
Technology can take some getting used to
Get your head around platforms
Offering omnichannel availability to B2B customers
Using technology to improve marketing
Using technology to enhance customer experience
Things to think about
References
PART FIVE Controls that ensure the customer experience programme stays on track
21 Measuring the performance of customer experience initiatives
Tracking results
Pulse or period?
Social media as a source of customer experience
Information sources
Using a CRM system
Things to think about
References
22 The challenge of continuous improvement in customer experience
Where to focus
CX does not stand still
Generating ideas internally
Little initiatives add up
Gifts we should not ignore
Listening to customers
Prioritizing the ideas
Executing new ideas
Monitoring new initiatives
Communicating the customer experience results
Things to think about
References
Index