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Keep in Touch: Evaluating Touchpoint Performance Along the B2B Customer Journey

In: Marketing and Sales Automation

Author

Listed:
  • Fabienne Halb

    (Technology industry)

  • Uwe Seebacher

    (University of Applied Sciences Vienna)

Abstract

The growing influence of customer experience strategies poses major challenges for B2B companies in many industries. The traditional success formula of being in the right markets at the right time, offering superior products and services, or being the lowest-cost producer is no longer enough to secure a sustainable competitive advantage. Customer experience is becoming a critical success factor. The article presents a touchpoint evaluation tool that allows industrial companies to survey the impact of their measures at the individual touchpoints.

Suggested Citation

  • Fabienne Halb & Uwe Seebacher, 2023. "Keep in Touch: Evaluating Touchpoint Performance Along the B2B Customer Journey," Management for Professionals, in: Uwe Hannig & Uwe Seebacher (ed.), Marketing and Sales Automation, pages 279-287, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-031-20040-3_17
    DOI: 10.1007/978-3-031-20040-3_17
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