LEADER 03425nam 22005415 450 001 9910686793103321 005 20251008140653.0 010 $a9783031234095$b(electronic bk.) 010 $z9783031234088 024 7 $a10.1007/978-3-031-23409-5 035 $a(MiAaPQ)EBC7233690 035 $a(Au-PeEL)EBL7233690 035 $a(DE-He213)978-3-031-23409-5 035 $a(OCoLC)1377823447 035 $a(PPN)269659900 035 $a(CKB)26428577800041 035 $a(EXLCZ)9926428577800041 100 $a20230403d2023 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aB2B Customer Engagement Strategy $eAn Introduction to Managing Customer Experience /$fby Daniel D. Prior 205 $a1st ed. 2023. 210 1$aCham :$cSpringer International Publishing :$cImprint: Palgrave Macmillan,$d2023. 215 $a1 online resource (233 pages) 311 08$aPrint version: Prior, Daniel D. B2B Customer Engagement Strategy Cham : Springer International Publishing AG,c2023 9783031234088 320 $aIncludes bibliographical references and index. 327 $a1. What is Customer Engagement ? -- 2. CE Context -- 3. Customer Experience (CX) and Customer Journey -- 4. The Case for CE Capability -- 5. Customer Journey Management -- 6. Customer Relationship Management (CRM) -- 7. Customer Communications -- 8. Analytics and Insight -- 9. CE Capability Maturity -- 10. Current Issues in CE. . 330 $aBusiness to business (B2B) transactions account for 60-70% of all transactions globally. Considering this, many supplier firms aspire to create high levels of customer engagement, and this involves identifying various ways to improve customer experience. In fact, companies such as Google, Amazon, Microsoft, and others now employ professionals in customer engagement roles and dedicate entire corporate divisions to ensure seamless customer engagement. Creating high customer engagement is challenging without a cohesive, strategic approach ? particularly in B2B markets. This textbook introduces students to customer engagement strategy in B2B markets, the foundation of which is customer engagement capability. Companies must develop and implement four sub-capabilities ? customer journey management, customer relationship management, customer communications and data analytics and insight to succeed. With a myriad of case studies, discussion questions and prompts forfurther reading, the textbook translates theory into practice and serves as a useful foundation for executive courses as well as fundamental reading for masters-level specialist courses in customer engagement, marketing, sales, and strategy. In addition, practitioners in supplier firms will also be able to use to build their customer engagement capability. . 606 $aCustomer relations$xManagement 606 $aMarketing 606 $aCustomer Relationship Management 606 $aMarketing 615 0$aCustomer relations$xManagement. 615 0$aMarketing. 615 14$aCustomer Relationship Management. 615 24$aMarketing. 676 $a658.812 676 $a658.804 700 $aPrior$b Daniel D.$0851607 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 912 $a9910686793103321 996 $aB2B Customer Engagement Strategy$93087640 997 $aUNINA