The Business-to-Business Customer Experience: An Aggregated Company Experience Based on Multiple Department and Employee Journeys

In recent years, customer experience has been viewed as a main driver of business success and competitive advantage. A positive customer experience can elicit strong effects on marketing variables, such as customer satisfaction, loyalty or word-of-mouth. Although originally, customer experiences were thought to exist only in immersive contexts, such as amusement parks or leisure activities, everyday services such as retail, banking and telecommunications later came to be viewed as driven by active management of customer experiences as well. However, most customer experience approaches in research focussed on consumer experiences, while a business-customer perspective rarely was taken into account. Against this background this article offers insights on how existing knowledge on respective B2B characteristics can be translated into a customer experience context. In addition, this article investigates whether B2C customer experience knowledge can inspire new B2B insights.