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B2B Customer Experience
A Practical Guide to Delivering Exceptional CX
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About the book
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.
About the authors
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.
- In the customer experience space, we more often than not tell stories from the B2C world and give examples of customers who have been 'Wowed' or 'Saved' or 'Delighted'. How do we translate these lessons to an environment where the customer isn't buying a $80 jacket but a multimillion-dollar contract? Can these lessons even be translated, or do we need a whole new paradigm shift on what B2B Customer Experience is? This book answers that question.
- James Dodkins, Customer Experience Rockstar & CX Evangelist, Pegasystems