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

Fabienne Halb and Uwe Seebacher ()
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Fabienne Halb: Technology industry
Uwe Seebacher: University of Applied Sciences Vienna

A chapter in Marketing and Sales Automation, 2023, pp 279-287 from Springer

Abstract: 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.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-20040-3_17

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DOI: 10.1007/978-3-031-20040-3_17

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