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

Xenthe Bang
Additional contact information
Xenthe Bang: S&P Global Ratings, France

Journal of Digital & Social Media Marketing, 2021, vol. 9, issue 2, 149-159

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.

Keywords: customer experience; customer engagement; SD logic; business-to-business professional services; touch points; omni-channel (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/6587/download/ (application/pdf)
https://hstalks.com/article/6587/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2021:v:9:i:2:p:149-159

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().