TY  - BOOK
AU  - Hague,Nick
AU  - Hague,Paul N.
TI  - B2B customer experience: a practical guide to delivering exceptional CX 
SN  - 9780749481858 (pbk.)
AV  - HF 5415.5 .H244 2018
U1  - 658.8/12 23
PY  - 2018///
CY  - New York, NY
PB  - Kogan Page Ltd
KW  - Customer relations
KW  - Customer loyalty
N1  - 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
ER  -