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B2B Customer Experience

B2B Customer Experience

A Practical Guide to Delivering Exceptional CX

Paul Hague, Nicholas Hague

From £16.66

Understand all areas of creating an exceptional customer experience that is bespoke to the B2B realm, with this practical and essential guide to the process.

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About the book

B2B Customer Experience shows readers how to deliver the very best customer experience (often referred to as CX), within the business-to-business realm. Marketers have long known that emotions are important in driving our experiences, and the subject is now high on the agenda of B2B companies who want to deliver a 'wow' to their customers. Achieving this 'wow' factor helps organizations distinguish themselves from their competition, while simultaneously winning new business and retaining existing clients. B2B Customer Experience is the essential handbook that guides the reader through the process of creating an exceptional customer experience.

Intensely practical in its approach, B2B Customer Experience 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. Clearly argued and supported by real-world examples, this text will help readers understand critical features including the difference between customer experience, loyalty and inertia; how to use journey maps to establish strengths and weaknesses in an organization, and how to ensure that sales teams are engaged in the customer experience programme. 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.

Table Of Contents

    • Chapter - 01: Customer Experience in Business to Business Markets;
    • Chapter - 02: Exploring Customer Experience, Loyalty and Inertia;
    • Chapter - 03: Understanding Customer Experience and Profitability;
    • Chapter - 04: The Six Pillars of Customer Experience;
    • Chapter - 05: Essential Metrics for Measuring Customer Experience;
    • Chapter - 06: How to Benchmark Customer Experience;
    • Chapter - 07: What are the Key Drivers of Customer Experience?;
    • Chapter - 08: Customer Journey Mapping and How to Apply It;
    • Chapter - 09: Developing a Customer Experience Strategy;
    • Chapter - 10: Securing Buy-In at all Levels of Customer Experience Strategy;
    • Chapter - 11: Working with the Sales and Marketing Teams to Streamline Customer Experience;
    • Chapter - 12: How to Create an Internal Service Culture;
    • Chapter - 13: Using Segmentation to Deliver Better Customer Experience;
    • Chapter - 14: The Role of Brands in Creating Better Customer Experience;
    • Chapter - 15: The Role of Products in Creating Better Customer Experiences;
    • Chapter - 16: Price and its Role in Creating Better Customer Experiences;
    • Chapter - 17: Place and its Role in Creating Better Customer Experiences;
    • Chapter - 18: Promotion and its Role in Creating Better Customer Experiences;
    • Chapter - 19: The Role of People in Creating a Better Customer Experience;
    • Chapter - 20: Measuring Performance of Customer Experience Initiatives;
    • Chapter - 21: The Challenge of Continuous Improvement in Customer Experience


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.
Lee Cockerell, Former Executive Vice President, Walt Disney World®Resort, Creating Disney Magic podcast host and author of four best-selling books on leadership, management and customer service

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.
Roy Atkinson – Renowned CX Expert and Principal with Clifton Butterfield, LLC

A hugely valuable read for anyone who has an aspiration to achieve sustainable growth - and who wouldn't want that?!
Ian Golding, CCXP, Global Customer Experience Specialist and author of 'Customer What'

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.
Annette Franz, CCXP, Founder and CEO, CX JOURNEY Inc.

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.
Adrian Swinscoe, advisor and best-selling author of How to Wow: 68 Effortless Ways to Make Every Customer Experience Amazing

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.
Shep Hyken, customer service and experience expert and New York Times bestselling author of The Amazement Revolution

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.
Blake Morgan, Customer Experience Futurist and Author of More Is More

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.
Antoine Philippe, Head of Marketing at Etex

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.
Gordon Hay, Operations Director, Brenntag

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.
Donna Whitbrook, Corporate Associate, FIRST IMPRESSIONS TRAINING LIMITED

Book Details

  • EAN: 9780749481858
  • Edition: 1
  • Published: 3rd June 2018
  • Paperback
  • Format: 233x156
  • 248 pages

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.

Paul Hague

Nicholas Hague

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