B2B Customer Experience: A Practical Guide to Delivering Exceptional CX - Softcover

Hague, Paul; Hague, Nicholas

Softcover

ISBN 10: 0749481854 ISBN 13: 9780749481858

Publisher: Kogan Page, 2018

Synopsis

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 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 this title

About the Authors

Paul Hague is based in Manchester, UK and is the founder of B2B International Ltd. Their clients include some of the largest corporations in Europe and the United States. Paul Hague is the author of a dozen books on market research as well as books on customer experience and business models that share over 35 years of practical experience in running a successful market research agency. These include Kogan Page titles such B2B Customer Experience (2018) and The Business Models Handbook (2019).

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.

Edition details

• Publisher: Kogan Page
• Publication date: 2018
• Language: English
• ISBN 10: 0749481854
• ISBN 13: 9780749481858
• Binding: Paperback
• Edition number: 1
• Number of pages: 248