Books B2B Customer Engagement Strategy: An Introduction to Managing Customer Experience Book by Daniel D Prior

"B2B Customer Engagement Strategy: An Introduction to Managing Customer Experience" by Daniel D. Prior is a comprehensive textbook that addresses the challenges of creating high customer engagement in business-to-business (B2B) markets. The book emphasizes that effective customer engagement requires a cohesive, strategic approach centered on developing what Prior calls customer engagement capability.

To succeed, companies must build and implement four key sub-capabilities:

Customer Journey Management: Designing and optimizing all touchpoints in the customer’s experience.

Customer Relationship Management (CRM): Building and maintaining strong, long-term relationships with clients.

Customer Communications: Delivering clear, consistent, and relevant messaging across channels.

Data Analytics and Insight: Using data to understand customer needs, behaviors, and to drive informed decisions.

The book integrates theory with practical application through numerous case studies, discussion questions, and further reading prompts. It serves as a foundational resource for students in executive and master’s-level courses in customer engagement, marketing, sales, and strategy. Additionally, it provides valuable tools for practitioners in supplier firms aiming to enhance their customer engagement capabilities in the complex B2B environment.

Overall, the book offers a strategic framework and actionable insights to help businesses improve customer experience, foster loyalty, and drive growth in B2B markets, which account for a significant portion of global transactions.

1 BOOK