B2B customer engagement strategy: an introduction to managing customer experience
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
Cham
Palgrave Macmillan
[2023]
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| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | xv, 226 Seiten Illustrationen, Diagramme |
| ISBN: | 9783031234088 |
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Record in the Search Index
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| adam_text | Contents 1 What Is Customer Engagement?............................................................... 1 1 Introduction ........................................................................................... 1 2 Defining Customer Engagement.......................................................... 2 2.1 A Definition......................................... 2 3 Key Attributes of CE.................................. 3 3.1 CE Centres on a Brand.............................................................. 3 3.2 CE is a Psychological State...................................................... 4 3.3 CE is an Emotional State................................................... 6 3.4 CE is Observable in Customer Behaviour..................... 7 3.5 A Summary of CE Key Attributes........................................... 9 4 Why CE Matters............................................ 10 4.1 The Customer’s Perspective....................... 10 4.2 The Supplier’s Perspective....................................................... 11 4.3 The Impact on Society.............................................................. 14 5 Getting CE ‘Right’ for Suppliers.......................................................... 16 6 Towards CE Strategy............................................................................ 17 6.1 CE Strategy Involves a Long-Term Orientation.................... 18 6.2 CE Strategy Involves the Development of Capabilities......... 18 6.3 CE Strategy Focuses on the Most Desirable Customers .... 21 6.4 CE Strategy Manipulates CE
Forms.................................. 22 7 Chapter Summary................................................................................ 23 References................................................................................................ 24 2 CE Context................................................................................................... 1 Introduction........................................................................................... 2 What Is CE Context?........................................................................... 2.1 The Properties of CE Contexts..................... 3 The Purchase Situation......................................................................... 4 Focusing on Business-to-Business(B2B) CE Contexts..................... 4.1 Differences Between B2B and B2C CE Contexts.................. 4.2 Similarities Between B2B and B2C CE Contexts.................. 5 B2B CE Contexts and Organisational Buying..................................... 6 Chapter Summary................................................................................. References....................................................................................................... 25 25 26 27 35 38 38 39 40 42 42 xi
Contents xii 3 Customer Experience (CX) and Customer Journey............................... 1 2 Introduction............................................................................................ CX.......................................................................................................... 2.1 The Emergence of CX............................................................. 2.2 Components of CX ................... 3 Customer Journey................................................................................. 3.1 Customer Journey as a Linear Process................................. 3.2 Customer Journey as a Reflexive Process.............................. 3.3 Customer Journey as Both Linear and Reflexive.................... 4 B2B CX and Customer Journey............................................................ 5 Chapter Summary................................................................................. References.................................................... 4 The Case for CĘ Capability........................................................................... Introduction............................................................................................ Why We Need CE Capability.............................................................. Defining CE Capabilities....................................................................... 3.1 CE Ordinary Capabilities......................................................... 3.2 CE Dynamic Capabilities......................................................... 4 Four Main CE Sub-
capabilities............................................................ 4.1 Customer Journey Management............................................. 4.2 Customer Relationship Management (CRM)........................ 4.3 Customer Communications...................................................... 4.4 Customer Analytics and Insight............................................... 5 A Holistic CE Capabilities and Sub-capabilities Framework........... 6 Chapter Summary................................................................................. References....................................................................................................... 1 2 3 5 3 4 5 6 67 67 68 70 74 76 78 78 80 82 84 85 88 88 91 Introduction........................................................................................... 91 Customer Journey and Brand Touchpoints........................................ 92 2.1 Direct Impact, High Involvement............................................ 92 2.2 Direct Impact, Low Involvement.............................................. 94 2.3 Indirect Impact, High Involvement.......................................... 94 2.4 Indirect Impact, Low Involvement............................................ 94 The Inter-relatedness Between Brand Touchpoints..................... 98 3.1 Causality.................................................................................... 98 3.2 Probability.................................................................................. 99 Customer Journey Management—Navigating the Key Questions .. 100 4.1 How Many
Customer Brand Touchpoints Are Ideal?............ 100 4.2 What Is the Composition of Each Customer Brand Touchpoint?.................................................................... 102 4.3 How Can We Influence the Customer to Interact with Brand Touchpoints in Ways that Are Most Beneficial?......... 106 Embedding Customer Journey Management......................................... Ill Customer Journey Management as a Capability................................... 115 Customer Journey Management.................................................................. 1 2 45 45 46 46 47 53 54 56 59 61 64 65
xiii Contents 7 Chapter Summary.................................................................................. 116 References...................................................................................................... .117 6 Customer Relationship Management........................................................... 119 1 2 3 4 Introduction .............................................................................................119 Customer Relationships, CRM, and CE.............................................. 120 CRM as Multiple Customer Journeys................................................... 121 CRM as a CE Sub-capability................................................................. 124 4.1 The Relational Functions of CRM.............................................125 4.2 The Technical Functions of CRM............................................. 129 5 The Components of a CRM Sub-capability.......................................... 134 5.1 Customer Acquisition................................................................ 134 ՛ 5.2 Customer Onboarding................................................................ 135 5.3 Customer Relationship Maintenance......................................... 136 5.4 Customer Offboarding................................................................ 139 6 Chapter Summary.................................................................................. 140 References......................................................................................................... 141 7 143
Introduction.................................................... 143 Defining Customer Communications..................................................... 144 2.1 Message . .......................... 145 2.2 Customer Communications Channels....................................... 147 2.3 Customer Communications Frequency..................................... 153 2.4 Customer Communications Flows............................................. 155 3 Towards a Customer Communications Capability................................ 156 3.1 Ordinary Customer Communications Capabilities................ 158 3.2 Dynamic Customer Communications Capabilities................ 159 4 Proactive and Reactive Customer Communications............................ 160 5 Monitoring and Evaluating Customer Communications...................... 161 6 Chapter Summary................................................................................... 164 References. .............................................................. .. 165 Customer Communications.......................................... 1 2 8 Customer Analytics and Insight.................................................................... 167 1 2 3 Introduction..................................................................................... ; 167 Defining Customer Analytics, Customer Insight and Business Intelligence..................................................................................... 168 2.1 Customer Analytics—What it is, What it is Not...................... 169 2.2 Customer Insight—What it is, What it is
Not........................... 170 2.3 Business Intelligence—What it is, What it is Not.................... 170 The Components of a Customer Analytics and Insight CE Sub capability ........................................................................................172 3.1 Problem Definition....................................................................... 172 3.2 Planning........................................................................................174 3.3 Operations................................................................................... 175
Contents xiv 4 5 Implementing Customer Analytics and Insight—Some Considerations......................................................................................... 187 Chapter Summary.................................................................................... 188 9 CE Capability Maturity............................... 189 1 Introduction .......................... 189 2 CE Capability and Its Maturity............................................................... 190 2.1 CE Sub-capability Internal Consistency Decision Areas.... 191 2.2 CE Sub-capability Horizontal Consistency Decision Areas . 192 3 Gauging CE Capability Maturity............................................................197 3.1 Scenario 1—Low Internal Consistency, Low Horizontal Consistency................................................................................ 198 3.2 Scenario 2—Low Internal Consistency, High Horizontal Consistency................................................................................ 199 3.3 Scenario 3—High Internal Consistency, Low Horizontal Consistency................................................................................ 199 3.4 Scenario 4—High Internal Consistency, High Horizontal Consistency................................................................................ 200 3.5 The Importance of Context....................................................... 201 4 Developing the CE Capability................................................................ 202 4.1 Step 1: Build Internal Consistency First................................... 202 4.2
Step 2: Build Horizontal Consistency....................................... 205 4.3 Dealing with Constraints............................................................ 206 5 CE Capability Performance Assessment................................................ 208 5.1 CE Performance Tensions.......................................................... 208 5.2 CE Performance Metrics............................................................ 210 6 Chapter Summary........................................................................ 212 10 Current Issues in Customer Engagement................................................... 215 1 Introduction .............................................................................................. 215 2 Customer Engagement and VUCA........................................................ 215 3 Emerging Issues Affecting CE................................................................ 217 4 CE Developments................................................................................... 218 5 The Next Steps.. ..................................................................................... 219 6 Chapter Summary................................................................................... 221 References................................. 221 Index.......................................................................................................................... 223
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| adam_txt |
Contents 1 What Is Customer Engagement?. 1 1 Introduction . 1 2 Defining Customer Engagement. 2 2.1 A Definition. 2 3 Key Attributes of CE. 3 3.1 CE Centres on a Brand. 3 3.2 CE is a Psychological State. 4 3.3 CE is an Emotional State. 6 3.4 CE is Observable in Customer Behaviour. 7 3.5 A Summary of CE Key Attributes. 9 4 Why CE Matters. 10 4.1 The Customer’s Perspective. 10 4.2 The Supplier’s Perspective. 11 4.3 The Impact on Society. 14 5 Getting CE ‘Right’ for Suppliers. 16 6 Towards CE Strategy. 17 6.1 CE Strategy Involves a Long-Term Orientation. 18 6.2 CE Strategy Involves the Development of Capabilities. 18 6.3 CE Strategy Focuses on the Most Desirable Customers . 21 6.4 CE Strategy Manipulates CE
Forms. 22 7 Chapter Summary. 23 References. 24 2 CE Context. 1 Introduction. 2 What Is CE Context?. 2.1 The Properties of CE Contexts. 3 The Purchase Situation. 4 Focusing on Business-to-Business(B2B) CE Contexts. 4.1 Differences Between B2B and B2C CE Contexts. 4.2 Similarities Between B2B and B2C CE Contexts. 5 B2B CE Contexts and Organisational Buying. 6 Chapter Summary. References. 25 25 26 27 35 38 38 39 40 42 42 xi
Contents xii 3 Customer Experience (CX) and Customer Journey. 1 2 Introduction. CX. 2.1 The Emergence of CX. 2.2 Components of CX . 3 Customer Journey. 3.1 Customer Journey as a Linear Process. 3.2 Customer Journey as a Reflexive Process. 3.3 Customer Journey as Both Linear and Reflexive. 4 B2B CX and Customer Journey. 5 Chapter Summary. References. 4 The Case for CĘ Capability. Introduction. Why We Need CE Capability. Defining CE Capabilities. 3.1 CE Ordinary Capabilities. 3.2 CE Dynamic Capabilities. 4 Four Main CE Sub-
capabilities. 4.1 Customer Journey Management. 4.2 Customer Relationship Management (CRM). 4.3 Customer Communications. 4.4 Customer Analytics and Insight. 5 A Holistic CE Capabilities and Sub-capabilities Framework. 6 Chapter Summary. References. 1 2 3 5 3 4 5 6 67 67 68 70 74 76 78 78 80 82 84 85 88 88 91 Introduction. 91 Customer Journey and Brand Touchpoints. 92 2.1 Direct Impact, High Involvement. 92 2.2 Direct Impact, Low Involvement. 94 2.3 Indirect Impact, High Involvement. 94 2.4 Indirect Impact, Low Involvement. 94 The Inter-relatedness Between Brand Touchpoints. 98 3.1 Causality. 98 3.2 Probability. 99 Customer Journey Management—Navigating the Key Questions . 100 4.1 How Many
Customer Brand Touchpoints Are Ideal?. 100 4.2 What Is the Composition of Each Customer Brand Touchpoint?. 102 4.3 How Can We Influence the Customer to Interact with Brand Touchpoints in Ways that Are Most Beneficial?. 106 Embedding Customer Journey Management. Ill Customer Journey Management as a Capability. 115 Customer Journey Management. 1 2 45 45 46 46 47 53 54 56 59 61 64 65
xiii Contents 7 Chapter Summary. 116 References. .117 6 Customer Relationship Management. 119 1 2 3 4 Introduction .119 Customer Relationships, CRM, and CE. 120 CRM as Multiple Customer Journeys. 121 CRM as a CE Sub-capability. 124 4.1 The Relational Functions of CRM.125 4.2 The Technical Functions of CRM. 129 5 The Components of a CRM Sub-capability. 134 5.1 Customer Acquisition. 134 ՛ 5.2 Customer Onboarding. 135 5.3 Customer Relationship Maintenance. 136 5.4 Customer Offboarding. 139 6 Chapter Summary. 140 References. 141 7 143
Introduction. 143 Defining Customer Communications. 144 2.1 Message . . 145 2.2 Customer Communications Channels. 147 2.3 Customer Communications Frequency. 153 2.4 Customer Communications Flows. 155 3 Towards a Customer Communications Capability. 156 3.1 Ordinary Customer Communications Capabilities. 158 3.2 Dynamic Customer Communications Capabilities. 159 4 Proactive and Reactive Customer Communications. 160 5 Monitoring and Evaluating Customer Communications. 161 6 Chapter Summary. 164 References. . . 165 Customer Communications. 1 2 8 Customer Analytics and Insight. 167 1 2 3 Introduction. ; 167 Defining Customer Analytics, Customer Insight and Business Intelligence. 168 2.1 Customer Analytics—What it is, What it is Not. 169 2.2 Customer Insight—What it is, What it is
Not. 170 2.3 Business Intelligence—What it is, What it is Not. 170 The Components of a Customer Analytics and Insight CE Sub capability .172 3.1 Problem Definition. 172 3.2 Planning.174 3.3 Operations. 175
Contents xiv 4 5 Implementing Customer Analytics and Insight—Some Considerations. 187 Chapter Summary. 188 9 CE Capability Maturity. 189 1 Introduction . 189 2 CE Capability and Its Maturity. 190 2.1 CE Sub-capability Internal Consistency Decision Areas. 191 2.2 CE Sub-capability Horizontal Consistency Decision Areas . 192 3 Gauging CE Capability Maturity.197 3.1 Scenario 1—Low Internal Consistency, Low Horizontal Consistency. 198 3.2 Scenario 2—Low Internal Consistency, High Horizontal Consistency. 199 3.3 Scenario 3—High Internal Consistency, Low Horizontal Consistency. 199 3.4 Scenario 4—High Internal Consistency, High Horizontal Consistency. 200 3.5 The Importance of Context. 201 4 Developing the CE Capability. 202 4.1 Step 1: Build Internal Consistency First. 202 4.2
Step 2: Build Horizontal Consistency. 205 4.3 Dealing with Constraints. 206 5 CE Capability Performance Assessment. 208 5.1 CE Performance Tensions. 208 5.2 CE Performance Metrics. 210 6 Chapter Summary. 212 10 Current Issues in Customer Engagement. 215 1 Introduction . 215 2 Customer Engagement and VUCA. 215 3 Emerging Issues Affecting CE. 217 4 CE Developments. 218 5 The Next Steps. . 219 6 Chapter Summary. 221 References. 221 Index. 223 |
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| spelling | Prior, Daniel Verfasser (DE-588)1215356536 aut B2B customer engagement strategy an introduction to managing customer experience Daniel D. Prior Cham Palgrave Macmillan [2023] xv, 226 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Customer Relationship Management Marketing Customer relations—Management Erscheint auch als Online-Ausgabe 978-3-031-23409-5 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034207220&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Prior, Daniel B2B customer engagement strategy an introduction to managing customer experience Customer Relationship Management Marketing Customer relations—Management |
| title | B2B customer engagement strategy an introduction to managing customer experience |
| title_auth | B2B customer engagement strategy an introduction to managing customer experience |
| title_exact_search | B2B customer engagement strategy an introduction to managing customer experience |
| title_exact_search_txtP | B2B customer engagement strategy an introduction to managing customer experience |
| title_full | B2B customer engagement strategy an introduction to managing customer experience Daniel D. Prior |
| title_fullStr | B2B customer engagement strategy an introduction to managing customer experience Daniel D. Prior |
| title_full_unstemmed | B2B customer engagement strategy an introduction to managing customer experience Daniel D. Prior |
| title_short | B2B customer engagement strategy |
| title_sort | b2b customer engagement strategy an introduction to managing customer experience |
| title_sub | an introduction to managing customer experience |
| topic | Customer Relationship Management Marketing Customer relations—Management |
| topic_facet | Customer Relationship Management Marketing Customer relations—Management |
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