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

B2B Customer Experience: A Practical Guide to Delivering Exceptional CX


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About the Book

Table of Contents:
Section - PART ONE: Why bother?; Section - 01: Customer experience in business to business markets; Section - 02: Exploring customer experience, loyalty and inertia; Section - 03: Understanding customer experience and profitability; Section - PART TWO: Mapping the customer experience position today; Section - 04: The six pillars of customer experience; Section - 05: Essential metrics for measuring customer experience; Section - 06: How to benchmark customer experience; Section - 07: What are the key drivers of customer experience?; Section - 08: Customer journey mapping and how to apply it; Section - PART THREE: Strategies for achieving excellent customer experience; Section - 09: Developing a customer experience strategy; Section - 10: Securing buy-in at all levels of customer experience; Section - 11: Working with sales and marketing teams tostreamline customer experience; Section - 12: How to create an internal service culture; Section - 13: Using segmentation to deliver better customer experience; Section - PART FOUR: Implementation of a customer experience programme; Section - 14: The role of brands in creating better customer experience; Section - 15: The role of products in creating better customer experience; Section - 16: Price and its role in creating better customer experience; Section - 17: Place and its role in creating better customer experience; Section - 18: Promotion and its role in creating better customer experience; Section - 19: The role of people in creating better customer experience; Section - PART FIVE: Controls that ensure the customer experience programme stays on track; Section - 20: Measuring the performance of customer experience initiatives; Section - 21: The challenge of continuous improvement in customer experience;

About the Author :
Paul Hague is a founder of B2B International. With 35 years of experience running market research agencies, his clients include some of the largest corporations in Europe and the United States. He has written, co-authored and contributed to numerous publications on market research tools and techniques. Nick Hague is also a founder of B2B International, having joined his father (Paul) after graduating from Manchester University. Over the last two decades, Hague 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.

Review :
"I can honestly say I learned some new ways to think about going from average to good, to great to greater, with customer service. Keep this book on your desk as your go to [re]source for creating magic for your customers." "One of the best books looking at the whole of customer experience I have seen to date. An excellent view of how to think about, and move forward with, CX in your business." "A hugely valuable read for anyone who has an aspiration to achieve sustainable growth - and who wouldn't want that?!" "Nick and Paul Hague do a brilliant job of tackling a topic that many have written off as impossible - how to deliver a great B2B customer experience." "A really useful guide that will help B2B executives understand and apply the fundamental elements of what it takes to deliver a great customer experience." "While much has been written about customer experience in the consumer space, the business-to-business sector is typically neglected. The focus on B2B is what makes this book a compelling read." "There are more B2B companies than B2C companies in the world. Every B2B company needs to be an experience-led business. This book will help you become one." "Become a customer journey addict. Learn how to do it with practical guidance from Nick and Paul Hague, the experts that know it all but still get excited for every project." "An essential guide to Customer Experience, one of the biggest trends shaping the future of business. It's an intelligent, practical and wise collection of advice from leading sources, experts and thinkers supported by real company experiences and field data." "On the surface, delivering service excellence may seem easy. When you deep dive, delivering a world-class customer experience isn't easy at all. This well researched, well written and compelling book gives the reader the insights needed and the framework required to implement a customer experience strategy that will deliver real benefit to both the business and its clients."


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Product Details
  • ISBN-13: 9780749481865
  • Publisher: Kogan Page Ltd
  • Publisher Imprint: Kogan Page Ltd
  • Language: English
  • ISBN-10: 0749481862
  • Publisher Date: 03 Jun 2018
  • Binding: Digital (delivered electronically)
  • Sub Title: A Practical Guide to Delivering Exceptional CX


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