A process for B2B CX management

Outlines a five-step process for customer experience management and illustrates the steps with case studies for two business-to-business enterprises.

Customer experience marketing

This article is part of a series of articles on customer experience marketing. Read more.

In the B2B arena, proactive customer experience management is imperative. As our relationship with our customers becomes increasingly sophisticated, companies that focus on the optimisation of the customer experience outperform those that don't.

In fact, in a 2014 study of 400 executives, the Harvard Business Review found that customer experience leaders vastly outperform customer experience laggards across the following metrics:

  • Profitability: 60% of leaders and 35% of laggards were high performers.
  • Customer quality: 66% of leaders and 27%...

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