Skip to main content

Research Repository

Advanced Search

Characterizing customer experience management in business markets

Witell, Lars; Kowalkowski, Christian; Perks, Helen; Raddats, Chris; Schwabe, Maria; Benedettini, Ornella; Burton, Jamie

Authors

Lars Witell

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




You might also like



Downloadable Citations