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Managing the business-to-business customer’s experience using engagement insights

Author

Listed:
  • Bang, Xenthe

    (S&P Global Ratings, France)

Abstract

Digital transformation has made today’s business environment more global, dynamic, complex and competitive. Customers have higher expectations than ever and are more likely to interact with firms through a wide range of omni-channel touch points. To remain relevant and target growth effectively, business practitioners must leverage these omni-channel engagement insights and deliver efficiently with agile and innovative execution. In the business-to-business (B2B) professional services environment, where the business relationship traditionally hinges on service, how does the customer’s experience across the firm’s human and digital touch points ultimately impact their engagement with the firm? Leveraging the fundamental propositions of Brodie’s customer engagement framework, service-dominant logic and its associated lexicon, this paper presents a management approach that focuses on customer engagement as a business outcome and discusses the associated challenges particular to practitioners in B2B professional services organisations.

Suggested Citation

  • Bang, Xenthe, 2021. "Managing the business-to-business customer’s experience using engagement insights," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 9(2), pages 149-159, September.
    • Handle: RePEc:aza:jdsmm0:y:2021:v:9:i:2:p:149-159
    as

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    More about this item

    Keywords

    customer experience; customer engagement; SD logic; business-to-business professional services; touch points; omni-channel;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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