B2B customer experience : a practical guide to delivering exceptional CX

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Bibliographic Details
Main Authors: Hague, Nick, 1974- (Author), Hague, Paul N. (Author)
Format: Book
Language: English
Published: London ; New York ; New Delhi : Kogan Page Ltd, [2018]
Edition: 1 Edition
Subjects:
průmyslový marketing
řízení vztahů se zákazníky
industrial marketing
customer relationship management
příručky
handbooks and manuals
ISBN: 9780749481858
Physical Description: xviii, 226 stran : ilustrace ; 23 cm

Cover

Table of contents

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245 1 0 |a B2B customer experience :  |b a practical guide to delivering exceptional CX /  |c Nick Hague and Paul Hague 
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505 0 |a 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. 
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655 7 |a příručky  |7 fd133209  |2 czenas 
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