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Characterizing customer experience management in business markets

Author

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  • Witell, Lars
  • Kowalkowski, Christian
  • Perks, Helen
  • Raddats, Chris
  • Schwabe, Maria
  • Benedettini, Ornella
  • Burton, Jamie

Abstract

Managing the customer experience has become a top priority for marketing managers and researchers. Research on customer experience management (CEM) has traditionally adopted a customer’s viewpoint. Few studies have explicitly embraced an organizational perspective, and existing research focuses mainly on business-to-consumer settings. The present study espouses the utility of CEM in business-to-business (B2B) settings on the grounds that interactions in B2B contexts are also “experienced”. It explains how B2B firms can design and manage the customer experience to influence the customer at different touchpoints. The paper develops a comprehensive framework that characterizes CEM in B2B. The paper articulates key challenges for B2B CEM; relationship expectations (mismatches in customer relationships, siloed customer experiences); actor interaction issues (mismatches across the customer’s journey, lack of touchpoint control); and temporal challenges (dynamics of the customer experience). The paper draws out the theoretical implications and develops managerial implications for B2B firms.

Suggested Citation

  • Witell, Lars & Kowalkowski, Christian & Perks, Helen & Raddats, Chris & Schwabe, Maria & Benedettini, Ornella & Burton, Jamie, 2020. "Characterizing customer experience management in business markets," Journal of Business Research, Elsevier, vol. 116(C), pages 420-430.
    • Handle: RePEc:eee:jbrese:v:116:y:2020:i:c:p:420-430
    DOI: 10.1016/j.jbusres.2019.08.050
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    References listed on IDEAS

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    3. Lundin, Lisa & Kindström, Daniel, 2023. "Digitalizing customer journeys in B2B markets," Journal of Business Research, Elsevier, vol. 157(C).
    4. Cambra-Fierro, Jesús & Polo-Redondo, Yolanda & Trifu, Andreea, 2021. "Short-term and long-term effects of touchpoints on customer perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    5. Ruz-Mendoza, Miguel Á. & Trifu, Andreea & Cambra-Fierro, Jesús & Melero-Polo, Iguácel, 2021. "Standardized vs. customized firm-initiated interactions: Their effect on customer gratitude and performance in a B2B context," Journal of Business Research, Elsevier, vol. 133(C), pages 341-353.
    6. Christian Homburg & Moritz Tischer, 2023. "Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1046-1074, September.
    7. Gounaris, Spiros & Almoraish, Ahmed, 2024. "A dynamic, relational approach to B2B customer experience: A customer-centric perspective from a longitudinal investigation," Journal of Business Research, Elsevier, vol. 177(C).
    8. Cambra-Fierro, Jesús & Gao, Lily (Xuehui) & Melero-Polo, Iguácel & Trifu, Andreea, 2021. "How do firms handle variability in customer experience? A dynamic approach to better understanding customer retention," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    9. Lily (Xuehui) Gao & Evert Haan & Iguácel Melero-Polo & F. Javier Sese, 2023. "Winning your customers’ minds and hearts: Disentangling the effects of lock-in and affective customer experience on retention," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 334-371, March.

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