Any business leader knows that customer loyalty is the key to a thriving business. But what if your customer is another business? Consistent research shows that most B2B companies lag behind their B2C counterparts in customer experience, primarily because of the increased complexity in serving businesses over individual consumers.
Do B2B Better is a call to action for business-to-business (and B2B2C) organizations to improve their customer experience strategy, leveraging a powerful model called the CX Loyalty Flywheel. From interviews with hundreds of CX leaders, Jim Tincher shares stories of how B2B companies have implemented successful CX programs, including Dow, Hagerty, and UKG. Discover what sets top performers apart from the competition and learn how to deliver exceptional experiences—and bottom-line results—for your organization.
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About the Author
Jim developed a passion for customer experience when leading CX programs at Best Buy and UnitedHealth Group. An early advocate for CX, he was the second customer experience professional in the world to be certified by the Customer Experience Professionals Association (CXPA). His customer experience consultancy, Heart of the Customer, delivers next-generation CX best practices that go beyond insights and recommendations to empower and activate organizations to generate customer-driven value and bottom-line growth. Jim serves on the Consumer Insights and Analytics Advisory Board for the Universityof Minnesota Duluth, and lives in Minneapolis, MN, with his wife, Sue.
Table of Contents
Action 1 Point the Flywheel 1
Chapter 1 Can I Prove That Customer Experience Matters? 5
Chapter 2 Do I Know How CX Provides Value to My Organization? 23
Chapter 3 Can I Identify the Best Path to Show Value? 41
Action 2 Accelerate the Flywheel by Measuring and Designing for Emotion 61
Chapter 4 Do I Know Which Emotions Are Created through Our Customer Experience? 65
Chapter 5 What Are My Customers' Highest Value Emotions? 85
Chapter 6 How Can I Measure and Manage Emotions to Create Value? 105
Action 3 Evaluate the Flywheel with Customer Ecosystem Data 121
Chapter 7 Do I Understand the Role of Data in Designing a Great Customer Experience? 125
Chapter 8 Do I See How Customer Ecosystem Data and Technology Drive the CX Journey? 145
Chapter 9 Do I Have a Dashboard Strategy That Works? 173
Action 4 Grease the Flywheel with Change Management 195
Chapter 10 How Can My Small Team Influence Our Thousands of Employees? 199
Chapter 11 What Do I Need to Do to Get the Support of Senior Leaders? 223
Chapter 12 How Do I Engage My Frontline Staff? 245