The Contents.
You will read the following chapters in B2B Customer Experience.
Part 1
Why Bother.
Chapter 01- Customer Experience in Business to Business Markets.
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What is customer experience.
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Learnings from the High Street.
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Emotions and customer experience.
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The structure of the book.
Chapter 02 - Exploring customer experience, loyalty and inertia Differences between satisfaction and loyalty.
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Loyalty in business.
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Customer experience and moments of truth.
Chapter 03 - Understanding customer experience and profitability Customer experience and memories.
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The service profit chain.
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Customer satisfaction and return on investment.
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Net promoter score and growth.
Part 2
Mapping The Customer Experience Today.
Chapter 04 - The six pillars of customer experience.
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Commitment.
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Fulfilment. Seamlessness.
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Responsiveness. Proactivity. Evolution.
Chapter 05 - Essential metrics for measuring customer experience.
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Internal measures of CX.
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External measures of CX (NPS, customer satisfaction score, customer effort score, net value score).
Chapter 06 - How to benchmark customer experience.
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Benchmarking metrics.
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Who to benchmark against.
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Cultural differences.
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Frequency of measurement.
Chapter 07 - What are the key drivers of customer experience?
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Memory as a driver of CX.
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Finding drivers of customer experience.
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The importance of emotions. Employees as drivers of CX.
Chapter 08 - Customer journey mapping and how to apply it.
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The customer journey.
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Mapping the journey.
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How to develop customer journey maps.
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Speaking to customers.
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Communicating the customer journey map.
Part Three
Strategies For Achieving Excellent Customer Experience.
Chapter 09 - Developing a customer experience strategy
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Pillars of customer experience – commitment, fulfilment, seamlessness, responsiveness, proactivity, evolution.
Chapter 10 - Securing buy-in at all levels of customer experience
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Buy-in at all levels.
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Creating an internal service culture. Benchmarking.
Chapter 11 - Working with sales and marketing teams to streamline customer experience.
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The challenge of the large company.
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Aligning departments.
Chapter 12 - How to create an internal service culture.
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What is culture?
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Support from the top.
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Hiring the right people.
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Training.
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Empowering people.
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Rewards and awards.
Chapter 13 - Using segmentation to deliver better customer experience
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Segmentation and customer experience.
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Dealing with the decision-making unit.
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Segmentation and product proliferation.
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Arriving at a business to business segmentation.
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Problems with needs based segmentations.
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Profiling segments.
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GDPR.
Part 4
Implementation Of A Customer Experience Programme.
Chapter 14 - The role of brands in creating better customer experience
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The role of brands. Using brands to differentiate.
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Business to business branding.
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Aligning staff with company values.
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Achieving consistency.
Chapter 15 - The role of products in creating better customer experience
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Products – the heart of the offer.
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Product packaging.
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Improving customer experience by product design.
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The augmented product.
Chapter 16 - Price and its role in creating better customer experience
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Price expectations.
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Trends in B2B pricing.
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Becoming more customer centric using price.
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Keeping track of prices.
Chapter 17 - Place and its role in creating better customer experience
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Customer experience in the marketing channel.
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The logistics of distribution.
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Customer experience in the B2B channel.
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Merchant trends.
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Digital marketing and B2B experience.
Chapter 18 - Promotion and its role in creating better customer experience
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The changing role of promotions.
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The emotional connection with B2B suppliers.
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Promotions that excite.
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Making B2B promotions work.
Chapter 19 - The role of people in creating better customer experience
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Building strong personal relationships in business to business companies.
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Hiring the right people.
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Training.
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Chapter 20 - The role of technology in creating better customer experience
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Using the digital offer to make a difference.
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Offering omnichannel availability.
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Using technology to improve marketing and customer experience.
Part 5
Controls That Ensure The Customer Experience Programme Stays On Track.
Chapter 21 - Measuring the performance of customer experience initiatives
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Tracking results.
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Pulse or period?
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Social media as a source of customer experience.
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Using a CRM system.
Chapter 22 - The challenge of continuous improvement in customer experience
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Where to focus.
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CX does not stand still.
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Generating ideas internally.
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Little initiatives add up.
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Listening to customers.
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Executing new ideas.
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Monitoring new initiatives.
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Communicating the customer experience results.