B2B Customer Experience: A Practical Guide to Delivering Exceptional CX

Cover
Contents
Preface
Acknowledgements
PART ONE Why bother?
	01 Customer experience in business to business markets
		Like it or not, you are going to have to become more like McDonald’s
		What is customer experience?
		Learning from the high street
		Emotions and customer experience
		The triggers of emotions
		Small spoonfuls of delight
		The structure of the book
		Things to think about
		Reference
	02 Exploring customer experience, loyalty and inertia
		Satisfaction and loyalty
		Loyalty to businesses
		Recovering lost loyalty
		Customer experience and moments of truth
		Things to think about
		References
	03 Understanding customer experience and profitability
		Company attitude, customer experience and memories
		The service profit chain
		Customer satisfaction and return on investment
		Net Promoter Score® (NPS) and growth
		Customer satisfaction and diminishing returns
		Things to think about
		References
PART TWO Mapping the customer experience position today
	04 The six pillars of customer experience
		The customer experience recipe
		Commitment
		Fulfilment
		Seamlessness
		Responsiveness
		Proactivity
		Evolution
		Things to think about
		Notes
		References
	05 Essential metrics for measuring customer experience
		Internal measures of CX
		External measures of CX
		Open-ended comment
		Goals for customer experience
		Goals for different groups
		Total quality management and customer experience
		Things to think about
		References
	06 How to benchmark customer experience
		What to benchmark
		Benchmarking metrics
		Who to benchmark against
		Cultural differences
		Frequency of measurement
		Things to think about
		References
	07 What are the key drivers of customer experience?
		Memory as a driver of CX
		Using science to determine the drivers of customer experience
		The importance of emotions
		Employees as drivers of excellent customer experience
		Things to think about
		References
	08 Customer journey mapping and how to apply it
		The customer journey
		Mapping the journey
		How to develop customer journey maps
		Speaking to customers
		Communicating the customer journey map
		Things to think about
		References
PART THREE Strategies for achieving excellent customer experience
	09 Developing a customer experience strategy
		The importance of a strategy
		Six pillars with long- and short-term strategies
		Things to think about
		References
	10 Securing buy-in at all levels of customer experience
		Buy-in at all levels
		Change at the coal face
		Change throughout the company
		Creating an internal service culture
		Stop worrying about the 1 per cent of customers who take advantage
		Soften up the legal eagles
		Benchmark as much as possible
		Things to think about
		Note
		Reference
	11 Working with sales and marketing teams to streamline customer experience
		The challenge of the large company
		Who owns customer experience?
		The value of a dedicated customer experience manager
		Department goals that are not aligned
		Aligning departments
		Taking things for granted over time
		Things to think about
		Reference
	12 How to create an internal service culture
		What is culture?
		The customer comes second
		Support from the top
		Hiring the right people
		Training
		Empower people
		Communication
		Rewards and awards
		Things to think about
		References
	13 Using segmentation to deliver better customer experience
		People and companies are not all the same
		Segmentation and customer experience
		Dealing with the decision-making unit
		Segmentation and product proliferation
		Arriving at a business to business segmentation
		Arriving at a segmentation that is best for you
		Problems with needs-based segmentations
		Profiling the segments
		Making the segmentation workable for the salesforce
		General Data Protection Regulation (GDPR) – applicable to the European Union
		Things to think about
		References
PART FOUR Implementation of a customer experience programme
	14 The role of brands in creating better customer experience
		The long and the short of it
		The role of the brand
		Brands light up emotions
		Using brands to differentiate
		Adding value
		Business to business branding
		Things to think about
		References
	15 The role of products in creating better customer experience
		Product – the heart of the offer
		Selecting the product
		Product packaging
		Product use
		Improving customer experience by product design
		The augmented product
		Things to think about
		References
	16 Price and its role in creating better customer experience
		Price expectations
		Price, the value buster
		Trends in B2B pricing
		Becoming more customer centric using price
		Keeping track of prices
		Things to think about
		References
	17 Place and its role in creating better customer experience
		Customer experience in the marketing channel
		The logistics of distribution
		Customer experience in the B2B channel
		Merchant trends
		Things to think about
		Note
		Reference
	18 Promotion and its role in creating better customer experience
		The changing role of promotions
		The emotional connection with B2B suppliers
		Promotions that excite
		Making B2B promotions work
		Public relations
		Things to think about
		References
	19 The role of people in creating better customer experience
		What are relationships?
		Building strong personal relationships in business to business companies
		Hiring the right people
		Training
		Things to think about
		References
	20 The role of technology in creating better customer experience
		Some things never change
		E-commerce is changing everything
		Using a digital offer to make a difference
		Technology can take some getting used to
		Get your head around platforms
		Offering omnichannel availability to B2B customers
		Using technology to improve marketing
		Using technology to enhance customer experience
		Things to think about
		References
PART FIVE Controls that ensure the customer experience programme stays on track
	21 Measuring the performance of customer experience initiatives
		Tracking results
		Pulse or period?
		Social media as a source of customer experience
		Information sources
		Using a CRM system
		Things to think about
		References
	22 The challenge of continuous improvement in customer experience
		Where to focus
		CX does not stand still
		Generating ideas internally
		Little initiatives add up
		Gifts we should not ignore
		Listening to customers
		Prioritizing the ideas
		Executing new ideas
		Monitoring new initiatives
		Communicating the customer experience results
		Things to think about
		References
Index