Strategic B2B customer experience management: the importance of outcomes-based measures

Zolkiewski, Judy and Story, Victoria and Burton, Jamie and Chan, Paul and Gomes, Andre and Hunter-Jones, Philippa and O’Malley, Lisa and Peters, Linda D. and Raddats, Chris and Robinson, William (2017) Strategic B2B customer experience management: the importance of outcomes-based measures. Journal of Services Marketing, 31 (2). pp. 172-184. ISSN 0887-6045

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Abstract

Purpose

The purpose of this paper is to critique the adequacy of efforts to capture the complexities of customer experience in a business-to-business (B2B) context using input–output measures. The paper introduces a strategic customer experience management framework to capture the complexity of B2B service interactions and discusses the value of outcomes-based measurement.

Design/methodology/approach

This is a theoretical paper that reviews extant literature related to B2B customer experience and asks fresh questions regarding B2B customer experience at a more strategic network level.

Findings

The paper offers a reconceptualisation of B2B customer experience, proposes a strategic customer experience management framework and outlines a future research agenda.

Research limitations/implications

This paper is conceptual and seeks to raise questions surrounding the under-examined area of B2B customer experience. As a consequence, it has inevitable limitations resulting from the lack of empirical evidence to support the reconceptualisation.

Practical implications

Existing measures of customer experience are problematic when applied in a B2B (services) context. Rather than adopting input- and output-based measures, widely used in a business-to-consumer (B2C) context, a B2B context requires a more strategic approach to capturing and managing customer experience. Focussing on strategically important issues should generate opportunities for value co-creation and are more likely to involve outcomes-based measures.

Social implications

Improving the understanding of customer experience in a B2B context should allow organisations to design better services and consequently enhance the experiences of their employees, their customers and other connected actors.

Originality/value

This paper critiques the current approach to measuring customer experience in a B2B context, drawing on contemporary ideas of value-in-use, outcomes-based measures and “Big Data” to offer potential solutions to the measurement problems identified.

Item Type: Article
Additional Information: Precise date of publication is estimated.
Schools/Departments: University of Nottingham, UK > Faculty of Social Sciences > Nottingham University Business School
Identification Number: 10.1108/JSM-10-2016-0350
Depositing User: Eprints, Support
Date Deposited: 17 May 2017 10:43
Last Modified: 17 May 2017 18:06
URI: http://eprints.nottingham.ac.uk/id/eprint/42911

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