Learn how to bring customer excellence to your B2B business to retain existing clients and win new business, this bestselling guide contains expert advice from leading industry experts, as well as new frameworks and approaches.
Learn how to bring customer excellence to your B2B business to retain existing clients and win new business, this bestselling guide contains expert advice from leading industry experts, as well as new frameworks and approaches.
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.
Inhaltsangabe
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;
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;
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