B2B customer experience : a practical guide to delivering exceptional CX /
Hague, Nick
B2B customer experience : a practical guide to delivering exceptional CX / Hague, Nick and Paul Hague - xviii, 226 pages : illustrations ; 23 cm
Includes bibliographical references and index.
Why bother? -- Customer experience in business to business markets -- Exploring customer experience, loyalty and inertia -- Understanding customer experience and profitability -- Mapping the customer experience position today -- The six pillars of customer experience -- Essential metrics for measuring customer experience -- How to benchmark customer experience -- What are the key drivers of customer experience? -- Customer journey mapping and how to apply it -- Strategies for achieving excellent customer experience -- Developing a customer experience strategy -- Securing buy-in at all levels of customer experience -- Working with the sales and marketing teams to streamline customer experience -- How to create an internal service culture -- Using segmentation to deliver better customer experience -- Implementation of a customer experience programme -- The role of brands in creating better customer experience -- The role of products in creating better customer experience -- Price and its role in creating better customer experience -- Place and its role in creating better customer experience -- Promotion and its role in creating better customer experience -- The role of people in creating better customer experience -- Controls that ensure the customer experience programme stays on track -- Measuring performance of customer experience initiatives -- The challenge of continuous improvement in customer experience -- Index.
9780749481858 (pbk.)
2018015738
Customer relations.
Customer loyalty.
HF 5415.5 / .H244 2018
658.8/12
B2B customer experience : a practical guide to delivering exceptional CX / Hague, Nick and Paul Hague - xviii, 226 pages : illustrations ; 23 cm
Includes bibliographical references and index.
Why bother? -- Customer experience in business to business markets -- Exploring customer experience, loyalty and inertia -- Understanding customer experience and profitability -- Mapping the customer experience position today -- The six pillars of customer experience -- Essential metrics for measuring customer experience -- How to benchmark customer experience -- What are the key drivers of customer experience? -- Customer journey mapping and how to apply it -- Strategies for achieving excellent customer experience -- Developing a customer experience strategy -- Securing buy-in at all levels of customer experience -- Working with the sales and marketing teams to streamline customer experience -- How to create an internal service culture -- Using segmentation to deliver better customer experience -- Implementation of a customer experience programme -- The role of brands in creating better customer experience -- The role of products in creating better customer experience -- Price and its role in creating better customer experience -- Place and its role in creating better customer experience -- Promotion and its role in creating better customer experience -- The role of people in creating better customer experience -- Controls that ensure the customer experience programme stays on track -- Measuring performance of customer experience initiatives -- The challenge of continuous improvement in customer experience -- Index.
9780749481858 (pbk.)
2018015738
Customer relations.
Customer loyalty.
HF 5415.5 / .H244 2018
658.8/12