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

Zolkiewski, Judy; Story, Victoria; Burton, Jamie; Chan, Paul; Gomes, Andre; Hunter-Jones, Philippa; O’Malley, Lisa; Peters, Linda D.; Raddats, Chris; Robinson, William

Authors

Judy Zolkiewski

Victoria Story

Jamie Burton

Paul Chan

Andre Gomes

Philippa Hunter-Jones

Lisa O’Malley

Linda D. Peters

Chris Raddats

William Robinson



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.

Journal Article Type Article
Publication Date Apr 10, 2017
Journal Journal of Services Marketing
Print ISSN 0887-6045
Electronic ISSN 0887-6045
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 31
Issue 2
Pages 172-184
APA6 Citation Zolkiewski, J., Story, V., Burton, J., Chan, P., Gomes, A., Hunter-Jones, P., …Robinson, W. (2017). Strategic B2B customer experience management: the importance of outcomes-based measures. Journal of Services Marketing, 31(2), 172-184. https://doi.org/10.1108/JSM-10-2016-0350
DOI https://doi.org/10.1108/JSM-10-2016-0350
Publisher URL http://www.emeraldinsight.com/doi/full/10.1108/JSM-10-2016-0350
Copyright Statement Copyright information regarding this work can be found at the following address: http://eprints.nottingh.../end_user_agreement.pdf
Additional Information Precise date of publication is estimated.

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Copyright Statement
Copyright information regarding this work can be found at the following address: http://eprints.nottingham.ac.uk/end_user_agreement.pdf





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