B2B Customer Experience

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.

"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."

• 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;