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B2B Customer Experience

A Practical Guide to Delivering Exceptional CX

Paperback Engels 2018 9780749481858
Verwachte levertijd ongeveer 6 werkdagen


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, B2B Customer Experience is the must-have text for any marketing professional working within a B2B environment.


Aantal pagina's:240
Uitgever:Kogan Page


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Over Paul Hague

Paul Hague is a founder of B2B International. With 35 years of experience running market research agencies, his books share a wealth of practical experience and expertise. Paul Hague's clients include some of the largest corporations in Europe and the United States. He is a Visiting Fellow at Manchester Metropolitan university and a guest lecturer at Manchester Business School. His books have been translated into Italian, Indonesian, Bulgarian, Polish, Portuguese and Chinese.

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Over Nicholas Hague

Nick Hague is also a founder of B2B International. After graduating in geology from Manchester University, Nick joined when B2B International was formed. Over the last two decades Nick 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.

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01: Customer Experience in Business to Business Markets;
02: Exploring Customer Experience, Loyalty and Inertia;
03: Understanding Customer Experience and Profitability;
04: The Six Key Pillars of Customer Experience;
05: Essential Metrics for Measuring Customer Experience;
06: How to Benchmark Customer Experience;
07: What are the Key Drivers of Customer Experience?;
08: Customer Journey Mapping and How to Apply It;
09: Developing a Customer Experience Strategy;
10: Securing Buy-In at all Levels of Customer Experience;
11: Working with the Sales and Marketing Teams to Streamline Customer Experience;
12: How to Create an Internal Service Culture;
13: Using Segmentation to Deliver Better Customer Experience;
14: The Role of Brands in Creating a Better Customer Experience;
15: The Role of Products in Creating Better Customer Experiences;
16: Price and its Role in Creating Better Customer Experiences;
17: Place and its Role in Creating Better Customer Experiences;
18: Promotion and its Role in Creating Better Customer Experiences;
19: The Role of People in Creating a Better Customer Experience;
20: Measuring Performance of Customer Experience Initiatives;
21: The Challenge of Continuous Improvement in Customer Experience

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