B2B Customer Experience: A Practical Guide to Delivering Exceptional CX, 2nd Edition

  • 4h 41m
  • Nicholas Hague, Paul Hague
  • Kogan Page
  • 2023

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 Experience shows 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.

About the Author

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.

In this Book

  • Customer Experience in Business to Business Markets
  • Exploring Customer Experience, Loyalty and Inertia
  • Understanding Customer Experience and Profitability
  • The Six Pillars of Customer Experience
  • Essential Metrics for Measuring Customer Experience
  • How to Benchmark Customer Experience
  • What are the Key Drivers of Customer Experience?
  • Customer Journey Mapping and How to Apply It
  • Developing a Customer Experience Strategy
  • Securing Buy-In at All Levels of Customer Experience
  • Working with Sales and Marketing Teams to Streamline Customer Experience
  • How to Create an Internal Service Culture
  • Using Segmentation to Deliver Better Customer Experience
  • The Role of Brands in Creating Better Customer Experience
  • The Role of Products in Creating Better Customer Experience
  • Price and Its Role in Creating Better Customer Experience
  • Place and Its Role in Creating Better Customer Experience
  • Promotion and Its Role in Creating Better Customer Experience
  • The Role of People in Creating Better Customer Experience
  • The Role of Technology in Creating Better Customer Experience
  • Measuring the Performance of Customer Experience Initiatives
  • The Challenge of Continuous Improvement in Customer Experience
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