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.

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;

"Nick and Paul Hague do a brilliant job of tackling a topic that many have written off as impossible - how to deliver a great B2B customer experience. If you're in a B2B business and have customers who you want to delight, this book is a must-read. The Hagues masterfully take the reader through each of the foundational elements that are critical to designing and delivering a great customer experience in an easy-to-understand approach that is supported by customer stories and case studies, making this book a practical guide for your successful B2B customer experience transformation."

"Too many of the books that are written about customer experience are dominated by insights and stories from B2C companies and markets. Therefore, it's refreshing to find a book that has been written with B2B companies and markets in mind. This is a really useful guide that will help B2B executives understand and apply the fundamental elements of what it takes to deliver a great customer experience."

"There are more B2B companies than B2C companies in the world. Every B2B company needs to be an experience-led business. This book will help you become one."

"While much has been written about customer experience in the consumer space, the business-to-business sector is typically neglected. The focus on B2B is what makes this book a compelling read. Nick and Paul Hague's vast experience has been detailed in five easily digestible sections that hold the readers hand from 'Why bother?' through to developing strategies and implementation of CX. The case studies where clients share their experiences in their own words help bring the authors concepts to life."

"Nick and Paul Hague have done an extraordinary job of capturing every aspect of how to create and maintain world class B2B customer service for any industry or organisation and even to help entrepreneurs figure out how to compete with the big guys. I consider myself an expert on customer service after my 42 years with Hilton Hotels, Marriott International and my final role of running Walt Disney World Operations for 10 years, but I can honestly say I learned some new ways to think about going from average to good to great to greater with customer service. Keep this book on your desk as your go-to resource for creating magic for your customers."

"This book brings the world of B2B CX to life with case studies and data. It's filled with powerful insights that can help B2B companies improve their customer experience."

"A goldmine of insights into how to create winning B2B customer experience and its vital role in building loyalty and driving growth. Unlike many B2B texts, Nick and Paul remind us of the importance of emotions to B2B businesses; that 'emotional factors usually trump rational factors when it comes to supplier choice'. This book is powerful support for those who champion emotional intelligence in B2B."