Paul Hague, Nick Hague

B2B Customer Experience (eBook, ePUB)

A Practical Guide to Delivering Exceptional CX

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 272
• Erscheinungstermin: 3. Mai 2023
• Englisch
• ISBN-13: 9781398608528
• Artikelnr.: 67844713

Autorenporträt

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.

Inhaltsangabe

Section
ONE Part one: Why Bother?; Chapter
01: What is customer experience and what triggers it?; Chapter
02: The importance of customer experience; Chapter
03: The Net Promoter Score and customer experience; Section
TWO Part two: A Plan For Delivering Excellent Customer Experience; Chapter
04: The six pillars of customer experience; Chapter
05: Staying on track; Chapter
06: Staying ahead of the competition; Chapter
07: Drivers of customer experience; Chapter
08: Customer experience throughout the customer journey; Section
THREE Part three: Turning The Customer Experience Plan Into Action; Chapter
09: The long and the short of customer experience; Chapter
10: Selling your customer experience strategy within your company; Chapter
11: Building a customer experience culture; Chapter
12: Horses for courses; Chapter
13: Getting the right people; Section
FOUR Part four: Linking Customer Experience To The 4Ps; Chapter
14: How your brand affects customer experience; Chapter
15: How your products affects customer experience; Chapter
16: How your prices affects customer experience; Chapter
17: How distribution and the supply chain affects customer experience; Chapter
18: How advertising and promotions affects customer experience; Section
FIVE Part five: The Role Of IT In Customer Experience; Chapter
19: Make or break; Chapter
20: Customer relationship management; Section
SIX Part Six: Moving Forward; Chapter
21: Continuous improvement in customer experience;