B2B Customer Experience: A Practical Guide to Delivering Exceptional CX

by Paul Hague, Nick Hague

Overview

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.

Product Details

ISBN-13:	9781398608528
Publisher:	Kogan Page, Ltd.
Publication date:	05/03/2023
Sold by:	Barnes & Noble
Format:	eBook
Pages:	272
File size:	3 MB

About the Author

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.

Paul Hague, based in Manchester, UK, is co- founder of B2B International. With 45 years of experience running market research agencies, his clients include Samsung, Microsoft, Henkel and Michelin. He has over 35 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.
Nick Hague, based in Manchester, UK, is co-founder and Head of Growth at B2B International. He is also a host on the B2B Insights Podcast in which he interviews experts on customer experience and branding.

Table of Contents

• 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;

Editorial Reviews

"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."

Customer Experience Futurist Blake Morgan

"Nick and Paul Hague have done an extraordinary job of capturing every aspect of how to create and maintain world class B2B customer service for any industry or organisation and even to help entrepreneurs figure out how to compete with the big guys. I consider myself an expert on customer service after my 42 years with Hilton Hotels, Marriott International and my final role of running Walt Disney World Operations for 10 years, but 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 resource for creating magic for your customers."

Lee Cockerell

"Too many of the books that are written about customer experience are dominated by insights and stories from B2C companies and markets. Therefore, it's refreshing to find a book that has been written with B2B companies and markets in mind. This is 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."

Adviser and Bestselling Author of How to Wow Adrian Swinscoe

"One thing that all businesses and consumers have in common is that they are on the receiving end of customer experiences on a daily basis. While consumer facing organisations have been consciously aware of this fact for many years, organisations that predominantly provide products and services to other businesses have been much slower to catch on. Defining, delivering and managing the customer experience in a B2B environment is becoming ever more critical in a business world that continues to be challenged and disrupted from many fronts.
Nick and Paul not only recognise this, but they have pulled together a piece of work that will help any organisation understand how to turn the words 'customer experience' into a tangible reality - a reality that leads to improved customer perception AND financial performance. The authors brilliantly provide the building blocks that turn the science of customer experience into something you will be able to practically adopt and deploy. B2B Customer Experience is a hugely valuable read for anyone who has an aspiration to achieve sustainable growth.

"

Global Customer Experience Specialist Ian Golding

"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. If you're in a B2B business and have customers who you want to delight, this book is a must-read. The Hagues masterfully take the reader through each of the foundational elements that are critical to designing and delivering a great customer experience in an easy-to-understand approach that is supported by customer stories and case studies, making this book a practical guide for your successful B2B customer experience transformation."

Annette Franz

"This book brings the world of B2B CX to life with case studies and data. It's filled with powerful insights that can help B2B companies improve their customer experience."

Peter Weinberg

"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. Nick and Paul Hague's vast experience has been detailed in five easily digestible sections that hold the readers hand from 'Why bother?' through to developing strategies and implementation of CX. The case studies where clients share their experiences in their own words help bring the authors concepts to life."

Shep Hyken

"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

"A goldmine of insights into how to create winning B2B customer experience and its vital role in building loyalty and driving growth. Unlike many B2B texts, Nick and Paul remind us of the importance of emotions to B2B businesses; that 'emotional factors usually trump rational factors when it comes to supplier choice'. This book is powerful support for those who champion emotional intelligence in B2B."

Marketing Consultant Peter Field

"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."

customer service and experience expert and New Yor Shep Hyken

"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

"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."

Head of Marketing at Etex Antoine Philippe

"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

"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."

advisor and best-selling author of How to Wow: Adrian Swinscoe

"A hugely valuable read for anyone who has an aspiration to achieve sustainable growth - and who wouldn't want that?!"

Ian Golding

"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."

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

"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."

Customer Experience Futurist and Author of More Is Blake Morgan

"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."

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

"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."

LLC Roy Atkinson Renowned CX Expert and Principal with Clifton Butterfield