Characterizing customer experience management in business markets

Witell, Lars, Kowalkowski, Christian, Perks, Helen, Raddats, Chris ORCID: 0000-0003-3206-4343, Schwabe, Maria, Benedettini, Ornella and Burton, Jamie (2020) Characterizing customer experience management in business markets. Journal of Business Research, 116. pp. 420-430.

Text Witell et al JBR Customer Experience Management in Business Markets finaldraftsubmission_file.docx - Author Accepted Manuscript Download (248kB)

Abstract

Managing the customer experience has become a top priority for marketing managers and researchers. Research on customer experience management (CEM) has traditionally adopted a customer’s viewpoint. Few studies have explicitly embraced an organizational perspective, and existing research focuses mainly on business-to-consumer settings. The present study espouses the utility of CEM in business-to-business (B2B) settings on the grounds that interactions in B2B contexts are also “experienced”. It explains how B2B firms can design and manage the customer experience to influence the customer at different touchpoints. The paper develops a comprehensive framework that characterizes CEM in B2B. The paper articulates key challenges for B2B CEM; relationship expectations (mismatches in customer relationships, siloed customer experiences); actor interaction issues (mismatches across the customer’s journey, lack of touchpoint control); and temporal challenges (dynamics of the customer experience). The paper draws out the theoretical implications and develops managerial implications for B2B firms.

Item Type:	Article
Uncontrolled Keywords:	Customer experience management, Customer journey, Market strategy, B2B, Touchpoint
Depositing User:	Symplectic Admin
Date Deposited:	03 Sep 2019 07:13
Last Modified:	19 Jan 2023 00:28
DOI:	10.1016/j.jbusres.2019.08.050
Related URLs:	Publisher
URI:	https://livrepository.liverpool.ac.uk/id/eprint/3053247