User Experience and Touchpoint Management: A Touchpoint Performance Management Toolkit for the Buyer Journey

Fabienne Halb () and Uwe G. Seebacher ()

Chapter 12 in B2B Marketing, 2021, pp 285-315 from Springer

Abstract: Abstract The growing influence of customer experience strategies poses great challenges for B2B companies in many industries. The traditional winning 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 a guarantee to secure a sustainable competitive advantage. Creating unique customer experiences has become a critical success factor. But what brings customer experience to life? Touchpoints. As customer satisfaction alone is not enough anymore, B2B marketers have to inspire and surprise customers along their path-to-purchase and make B2B buying easier by identifying the most significant customer challenges at each touchpoint throughout the customer journey. The chapter educates B2B marketers on the specifics, influencing factors and changes in B2B decision-making, the role of customer experience, and the importance of touchpoints in B2B buying. Furthermore, insights in how to visualize and measure customer experience, and how to manage touchpoints along the customer journey, are given. Based on this, a touchpoint evaluation tool is introduced, helping B2B companies to identify and analyze for customers’ most relevant touchpoints regarding their impact on purchase decisions.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-54292-4_12

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DOI: 10.1007/978-3-030-54292-4_12

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