Do B2B Better: Drive Growth Through Game-Changing Customer Experience

Do B2B Better: Drive Growth Through Game-Changing Customer Experience

Do B2B Better: Drive Growth Through Game-Changing Customer Experience

Do B2B Better: Drive Growth Through Game-Changing Customer Experience


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Customer Experience expert Jim Tincher provides the wisdom and tools to show business-to-business (B2B) organizations how to build and sustain superior customer experience (CX) as a core business activity.

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.

Product Details

ISBN-13: 9781637560181
Publisher: Wonderwell
Publication date: 10/04/2022
Pages: 320
Product dimensions: 6.00(w) x 9.00(h) x (d)

About the Author

Jim Tincher sees the world through the eyes of customers. He is a nationally recognized customer experience expert and keynote speaker, and the coauthor of How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change.

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

Foreword xi

Introduction xv

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

Takeaways 57

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

Takeaways 117

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

Takeaways 190

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

Takeaways 269

Afterword 271

Acknowledgments 275

Notes 277

Index 285

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