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The Contents.

You will read the following chapters in B2B Customer Experience.

b2b customer expierience book

Part 1
Why Bother.

Chapter 01- Customer Experience in Business to Business Markets.

  • What is customer experience.

  • Learnings from the High Street.

  • Emotions and customer experience.

  • The structure of the book.

Chapter 02 - Exploring customer experience, loyalty and inertia Differences between satisfaction and loyalty.

  • Loyalty in business.

  • Customer experience and moments of truth.

Chapter 03 - Understanding customer experience and profitability Customer experience and memories.

  • The service profit chain.

  • Customer satisfaction and return on investment.

  • Net promoter score and growth.

Part 2
Mapping The Customer Experience Today.

Chapter 04 - The six pillars of customer experience.

  • Commitment.

  • Fulfilment. Seamlessness.

  • Responsiveness. Proactivity. Evolution.

Chapter 05 - Essential metrics for measuring customer experience.

  • Internal measures of CX.

  • External measures of CX (NPS, customer satisfaction score, customer effort score, net value score).

Chapter 06 - How to benchmark customer experience. 

  • Benchmarking metrics.

  • Who to benchmark against.

  • Cultural differences.

  • Frequency of measurement.

Chapter 07 - What are the key drivers of customer experience?    

  • Memory as a driver of CX.

  • Finding drivers of customer experience.

  • The importance of emotions. Employees as drivers of CX.

Chapter 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.

Part Three
Strategies For Achieving Excellent Customer Experience.

Chapter 09 - Developing a customer experience strategy

  • Pillars of customer experience – commitment, fulfilment, seamlessness, responsiveness, proactivity, evolution.

Chapter 10 - Securing buy-in at all levels of customer experience

  • Buy-in at all levels.

  • Creating an internal service culture. Benchmarking.

Chapter 11 - Working with sales and marketing teams to streamline customer experience.

  • The challenge of the large company.

  • Aligning departments.

Chapter 12 - How to create an internal service culture.

  • What is culture?

  • Support from the top.

  • Hiring the right people.

  • Training.

  • Empowering people.

  • Rewards and awards.

Chapter 13 - Using segmentation to deliver better customer experience

  • Segmentation and customer experience.

  • Dealing with the decision-making unit.

  • Segmentation and product proliferation.

  • Arriving at a business to business segmentation.

  • Problems with needs based segmentations.

  • Profiling segments.

  • GDPR.

Part 4
Implementation Of A Customer Experience Programme.

Chapter 14 - The role of brands in creating better customer experience  

  • The role of brands. Using brands to differentiate.

  • Business to business branding.

  • Aligning staff with company values.

  • Achieving consistency.

Chapter 15 - The role of products in creating better customer experience

  • Products – the heart of the offer.

  • Product packaging.

  • Improving customer experience by product design.

  • The augmented product.

Chapter 16 - Price and its role in creating better customer experience

  • Price expectations.

  • Trends in B2B pricing.

  • Becoming more customer centric using price.

  • Keeping track of prices.

Chapter 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.

  • Digital marketing and B2B experience.

Chapter 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.

Chapter 19 - The role of people in creating better customer experience    

  • Building strong personal relationships in business to business companies.

  • Hiring the right people.

  • Training.

Chapter 20 - The role of technology in creating better customer experience  

  • Using the digital offer to make a difference.

  • Offering omnichannel availability.  

  • 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

  • Tracking results.

  • Pulse or period?

  • Social media as a source of customer experience.

  • Using a CRM system.

Chapter 22 - The challenge of continuous improvement in customer experience

  • Where to focus.

  • CX does not stand still.

  • Generating ideas internally.

  • Little initiatives add up.

  • Listening to customers.

  • Executing new ideas.

  • Monitoring new initiatives.

  • Communicating the customer experience results.

The book.

Great customer experience is all about achieving the right emotional response. The book shows how little, often unexpected things, can make a big difference. Our focus is on the culture and structure of customer experience strategies.

b2b customer experience book
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