Top

Published in:

2021 | OriginalPaper | Chapter

12. User Experience and Touchpoint Management: A Touchpoint Performance Management Toolkit for the Buyer Journey

Authors : Fabienne Halb, Uwe G. Seebacher

Published in: B2B Marketing

Publisher: Springer International Publishing

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

Abstract

The growing influence of customer experience strategies poses great challenges for B2B companies in many industries. The traditional winning formula of being in the right markets at the right time, offering superior products and services, or being the lowest cost producer, is no longer a guarantee to secure a sustainable competitive advantage. Creating unique customer experiences has become a critical success factor. But what brings customer experience to life? Touchpoints.

As customer satisfaction alone is not enough anymore, B2B marketers have to inspire and surprise customers along their path-to-purchase and make B2B buying easier by identifying the most significant customer challenges at each touchpoint throughout the customer journey. The chapter educates B2B marketers on the specifics, influencing factors and changes in B2B decision-making, the role of customer experience, and the importance of touchpoints in B2B buying. Furthermore, insights in how to visualize and measure customer experience, and how to manage touchpoints along the customer journey, are given.

Based on this, a touchpoint evaluation tool is introduced, helping B2B companies to identify and analyze for customers’ most relevant touchpoints regarding their impact on purchase decisions.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

previous chapter Digital Lead Capturing at Trade Fairs: Understanding the Low-Cost Quick Win Generator

next chapter Content Marketing Process: Embrace Art and Science

Accenture. (2015). Improving customer experience is top business priority for companies pursuing digital transformation according to Accenture study. Retrieved November 28, 2018, from https://newsroom.accenture.com/news/improving-customer-experience-is-top-business-priority-for-companies-pursuing-digital-transformation-according-to-accenture-study.htm.

Allen, J., Reichheld, F. F., Hamilton, B., & Markey, R. (2005). Closing the delivery gap. How to achieve true customer-led growth. Retrieved December 22, 2018, from http://www2.bain.com/bainweb/pdfs/cms/hottopics/closingdeliverygap.pdf.

Anderson, J. C., Narus, J. A., & Narayandas, D. (2009). Business market management. Understanding, creating and delivering value (3rd ed.). Upper Saddle River: Pearson.

Bryan, J. (2020). What sales should know about modern B2B buyers. Retrieved April 26, 2018, from https://www.gartner.com/smarterwithgartner/what-sales-should-know-about-modern-b2b-buyers/.

Carlzon, J. (1989). Moments of truth. New strategies for today’s customer-driven economy. New York: Harper Collins.

Court, D., Elzinga, D., Mulder, S., & Vetvik, O.J. (2009). The consumer decision journey. Retrieved December 17, 2018, from https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey.

Cupman, J. (2016). The six pillars of B2B customer experience excellence. Retrieved December 17, 2018, from http://www.marketingprofs.com/articles/2016/29806/the-six-pillars-of-b2b-customer-experience-excellence.

De Haan, E., Verhoef, P. C., & Wiesel, T. (2015). The predictive ability of different customer feedback metrics for retention. International Journal of Research in Marketing, 2, 195–206. Retrieved February 29, 2018, from https://www.sciencedirect.com/science/article/abs/pii/S0167811615000324.CrossRef

Dixon, M., Freeman, K., & Toman, N. (2010). Stop trying to delight your customers. Harvard Business Review, 7–8, 1–7. Retrieved February 1, 2018, from https://hbr.org/2010/07/stop-trying-to-delight-your-customers.

Esch, F. R., Brendel, D., Klaus, A., Adler, N., & Thunig, C. (2016). Digital brand leadership. Markenführung in einer digital veränderten Welt. Retrieved December 16, 2018, from https://www.esch-brand.com/wp-content/uploads/2018/04/2016-ESCH.-l-Digital-Brand-Leadership-Studie.pdf.

Gartner. (2019a). Buyer enablement. Simplify your buyer’s purchase process and empower sellers to deliver value. Retrieved April 17, 2018, from https://www.gartner.com/en/sales/insights/buyer-enablement.

Gartner. (2019b). Gartner reveals new B2B sales approach to win in today’s information age. Retrieved April 26, 2018, from https://www.gartner.com/en/newsroom/press-releases/2019-07-29-gartner-reveals-new-b2b-sales-approach-to-win-in-toda.

Goodman, J. A. (2014). Customer experience 3.0. High-profit strategies in the age of techno service. New York: American Management Association.

Google. (2011). Winning the zero moment of truth B2B. Retrieved December 22, 2018, from https://www.thinkwithgoogle.com/marketing-resources/micro-moments/winning-the-zero-moment-of-truth-b2b/.

Hague, N., & Hague, P. (2018). B2B customer experience. A practical guide to delivering exceptional CX. New York: Kogan Page.

Hall, S. (2017). Innovative B2B marketing. New models, processes and theory. New York: Kogan Page.

Kaiser, M. O. (2005). Erfolgsfaktor Kundenzufriedenheit. Dimensionen und Messmöglichkeiten (2nd ed.). Berlin: Erich Schmidt Verlag.

Kalbach, J. (2017). Mapping experiences. A complete guide to creating value through journeys, Blueprints & Diagrams. Sebastopol: O’Reilly Media.

Keiningham, T. L., Cooil, B., Malthouse, E. C., Lariviere, B., Buoye, A., Aksoy, L., & De Keyser, A. (2015). Perceptions are relative. An examination of the relationship between relative satisfaction metrics and share of wallet. Journal of Service Management, 1, 2–43. Retrieved January 1, 2019, from https://www.emeraldinsight.com/doi/pdfplus/10.1108/JOSM-12-2013-0345.CrossRef

Keller, B. (2017). Die Reise(n) durchs Touchpoint Management. Bestandteile und Fortschritte. In B. Keller & C. S. Ott (Eds.), Touchpoint management. Entlang der Customer Journey erfolgreich agieren (pp. 29–64). Freiburg: Haufe-Lexware.

Kotler, P., & Pfoertsch, W. (2006). B2B brand management. Heidelberg: Springer.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 6, 69–96. Retrieved June 9, 2018, from https://www.ama.org/publications/JournalOfMarketing/Pages/understanding-customer-experience-customer-journey.aspx.CrossRef

Maechler, N., Poenaru, A., Rüdt von Collenberg, T., & Schulze P. (2017). Finding the right digital balance in B2B customer experience. Retrieved August 11, 2018, from https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/finding-the-right-digital-balance-in-b2b-customer-experience.

Maechler, N., Sahni, S., & Van Oostrum, M. (2016). Improving the business-to-business customer experience. Retrieved July 3, 2018, from https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/improving-the-business-to-business-customer-experience.

Malaval, P. (2001). Strategy and management of industrial brands. Business to business products and services. New York: Springer Science + Business Media.

Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 2, 116–126. Retrieved December 1, 2018, from https://web.b.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=5&sid=622a41bf-2aaa-4886-aefa-f1d2ecfeabbd%40pdc-v-sessmgr03.

Mora Cortez, R., & Johnston, W. J. (2017). The future of B2B marketing theory. A historical and prospective analysis. Industrial Marketing Management, 66, 90–102. Retrieved August 31, 2018, from https://www.sciencedirect.com/science/article/abs/pii/S0019850117300263.CrossRef

Morgan, B. (2017). How to build the best B2B customer experience. Retrieved July 3, 2018, from https://www.forbes.com/sites/blakemorgan/2017/12/18/how-to-build-the-best-b2b-customer-experience/#92c67652a8cf.

Morgan, B. (2018). Build a compelling B2B customer journey. Retrieved July 3, 2018, from https://www.forbes.com/sites/blakemorgan/2018/03/24/build-a-compelling-b2b-customer-journey/#51fe716d6a13.

Ott, C. S. (2017). Erfolgreich verkaufen in einer digitalisierten Welt. Paradigmenwechsel im Touchpoint Management. In B. Keller & C. S. Ott (Eds.), Touchpoint management. Entlang der Customer Journey erfolgreich agieren (pp. 65–86). Freiburg: Haufe-Lexware.

Pegasystems. (2020). The four false narratives of customer experience. Retrieved April 27, 2018, from https://www.pega.com/system/files/resources/2020-04/pega-the-four-false-narratives-of-customer-experience-study.pdf.

Pennington, A. (2016). The customer experience book. How to design, measure and improve customer experience in your business. Harlow: Pearson.

Rego, L. L., Morgan, N. A., & Fornell, C. (2013). Reexamining the market share-customer satisfaction relationship. Journal of Marketing, 5, 1–20. Retrieved December 29, 2018, from https://web.b.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=1&sid=7ce76c94-51f0-47ac-87f6-e41dff894313%40sessionmgr104.CrossRef

Salesforce Research. (2017). Fourth annual state of marketing. insights and trends from 3,500 global marketing leaders. Retrieved November 9, 2018, from https://www.salesforce.com/form/pdf/2017-state-of-marketing.jsp?nc=7010M000000u6f2&d=7010M000000u6ex.

Schmitt, B. H. (2003). Customer experience management. A revolutionary approach to connecting with your customers. Hoboken: Wiley.

Schüller, A. M. (2015). Touchpoints. Auf Tuchfühlung mit dem Kunden von heute. Managementstrategien für unsere neue Businesswelt (6th ed.). Offenbach: GABAL Verlag.

Schüller, A. M. (2016). Touch. Point. Sieg. Kommunikation in Zeiten der Digitalen Transformation. Offenbach: GABAL.

Shaw, A. (2018). B2B businesses need a customer experience overhaul. Retrieved July 3, 2018, from https://www.forbes.com/sites/forbescommunicationscouncil/2018/03/15/b2b-businesses-need-a-customer-experience-overhaul/#39326f8b2993.

Tirico, K. (2018). 2018 B2B buyers survey report. Sales representatives play greater role within critical 1–3 month active buyer timeframe. Retrieved November 27, 2018, from https://www.demandgenreport.com/resources/reports/2018-b2b-buyers-survey-report.

Toman, N., Adamson, B., & Gomez, C. (2017). The new sales imperative. B2B Purchasing has become too complicated. You need to make it easy for your customers to buy. Harvard Business Review, 3–4, 119–125. Retrieved September 24, 2018, from https://hbr.org/2017/03/the-new-sales-imperative.

Verhoef, P. C., Kooge, E., & Walk, N. (2016). Creating value with big data analytics. Making smarter marketing decisions. New York: Routledge.CrossRef

Vitale, R. P., & Giglierano, J. J. (2002). Business to business marketing. Analysis and practice in a dynamic environment. Mason: Thomson Learning.

Webster, F. E., Jr., & Wind, Y. (1972). A general model for understanding organizational buying behavior. Journal of Marketing, 2, 12–19. Retrieved December 5, 2018, from http://web.b.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=1&sid=b100b123-8b06-4a8c-999a-8595d8d5aab4%40sessionmgr104.CrossRef

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2017). Services marketing. Integrating customer focus across the firm (7th ed.). New York: McGraw-Hill Education.

Title: User Experience and Touchpoint Management: A Touchpoint Performance Management Toolkit for the Buyer Journey
Authors: Fabienne Halb
Uwe G. Seebacher
Publisher: Springer International Publishing
Book: B2B Marketing
Print ISBN: 978-3-030-54291-7

Electronic ISBN: 978-3-030-54292-4

Copyright Year: 2021
DOI: https://doi.org/10.1007/978-3-030-54292-4_12