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CEM at B2B |
This newsletter brings you 3 different articles on CEM at business-to-business environment. My own article stresses the advantages of extending the definition and management of the "customer experience" in B2B marketing to include the results and measurable value that customers gain through continuous relationships with their suppliers and distribution partners, not just the brief and episodic interactions and transactions between them.
Lior Arussy, President and Founder of Strativity Group, newly joins the GCCRM Global Advisor Board, describes the full range of differences between B2C and B2B CEM, including the multiple "customers" involved in each B2B client relationship, and the different experiences and results they look for, as well as the usually longer lasting and more mutually valuable relationship that can be achieved through B2B CEM.
Amy Xu applies B2B CEM to SECCO Petrochemical, describing its graduated pyramid of customers based on their value. Amy is focusing its CEM mapping and experience gap analysis to identify and correct problems related to these relationships. This represents a major paradigm shift from former days when the petrochemical industry was a government monopoly.
Scott MacStravic, Ph.D.
GCCRM International Partner (US)
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Total Experience Management in B2B CRM
How it works in health care organizations
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The main emphasis in Total Experience Management (TEM) is on the fact that the "total experience" of customers includes not only what happens to them before they buy, i.e. the problem recognition, search, and selection process...full story |
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Creating Customer Experience in B2B Relationships
Managing "multiple customers" is the key |
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Talk to customer experience executives in a B2B environment about emotional engagement and you will see their eyes roll. Ask them if they would consider designing retail stores with customized smell and music to reinforce the customer experience and you will most likely will be...full story |
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Customer Experience Management
To apply CEM Method in Shanghai SECCO |
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In today's global marketplace, businesses face the challenge to create long term relationship with customers. There is little wonder companies have such difficulty attracting and retaining today's empowered, demanding and media-savvy ...full story
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