Lars Witell
Characterizing customer experience management in business markets
Witell, Lars; Kowalkowski, Christian; Perks, Helen; Raddats, Chris; Schwabe, Maria; Benedettini, Ornella; Burton, Jamie
Authors
Christian Kowalkowski
Helen Perks
Chris Raddats
Maria Schwabe
Ornella Benedettini
Jamie Burton
Abstract
© 2019 Elsevier Inc. 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.
Citation
Witell, L., Kowalkowski, C., Perks, H., Raddats, C., Schwabe, M., Benedettini, O., & Burton, J. (2020). Characterizing customer experience management in business markets. Journal of Business Research, 116, 420-430. https://doi.org/10.1016/j.jbusres.2019.08.050
Journal Article Type | Article |
---|---|
Acceptance Date | Aug 28, 2019 |
Online Publication Date | Dec 4, 2019 |
Publication Date | 2020-08 |
Deposit Date | Sep 4, 2019 |
Publicly Available Date | Mar 28, 2024 |
Journal | Journal of Business Research |
Print ISSN | 0148-2963 |
Publisher | Elsevier |
Peer Reviewed | Peer Reviewed |
Volume | 116 |
Pages | 420-430 |
DOI | https://doi.org/10.1016/j.jbusres.2019.08.050 |
Keywords | customer experience management, customer journey, market strategy, B2B, touchpoint |
Public URL | https://nottingham-repository.worktribe.com/output/2562670 |
Publisher URL | https://www.sciencedirect.com/science/article/pii/S0148296319306502 |
Files
Witell Et Al JBR Customer Experience Management In Business Markets Finaldraftsubmission
(899 Kb)
PDF
You might also like
The Long and Winding Road: Building Legitimacy for Complex Social Innovation in Networks
(2019)
Journal Article
Exploration of capability and role development in an emerging technology network
(2018)
Journal Article
Elevating Design in the Organization
(2017)
Journal Article
Network orchestration for value platform development
(2017)
Journal Article
Downloadable Citations
About Repository@Nottingham
Administrator e-mail: digital-library-support@nottingham.ac.uk
This application uses the following open-source libraries:
SheetJS Community Edition
Apache License Version 2.0 (http://www.apache.org/licenses/)
PDF.js
Apache License Version 2.0 (http://www.apache.org/licenses/)
Font Awesome
SIL OFL 1.1 (http://scripts.sil.org/OFL)
MIT License (http://opensource.org/licenses/mit-license.html)
CC BY 3.0 ( http://creativecommons.org/licenses/by/3.0/)
Powered by Worktribe © 2024
Advanced Search