PRWeb ebooks - Another online visibility tool from PRWeb

Customer Experience Management Best Practices Identified by Business-to-Busines Firms

2nd Annual ClearAction B2B Customer Experience Management Benchmarking StudyLaunched Today

Sunnyvale, CA (PRWEB) May 11, 2011 -- The role of customers in business-to-business companies is beingexplored in the Second Annual ClearAction Business-to-Business Customer Experience Benchmarking Study.As the only global analysis of best practices to create excellent business customer experiences, this researcheffort provides insights to executives who want to maximize value for their stakeholders and clients alike.

This comprehensive survey answers these questions: Who in the organization has overall responsibility fordriving customer experience improvement? What are the primary goals, motivations, and obstacles forcustomer experience excellence? And to what extent does the company strive to understand customerperspectives, build customer-centricity, and create customer value?

Business-to-business (B2B) scenarios are underemphasized in other customer experience studies, which tend tohighlight consumer sentiment, customer service contact centers, customer management tools and technologies,or specific geographies and industries. "B2B customer management is exciting," explains Lynn Hunsaker,Customer Experience Strategist at the management consulting firm ClearAction. "Ongoing conversation andtweaking among a variety of functions influencing the purchase decision characterize the B2B environment,typically with customized offerings at high unit prices, such as machinery and enterprise software. In reality,poor customer experiences in the B2B world can have far-reaching personal impacts, and the social factor attrade shows, forums, and alliances is just as important to manage in B2B firms as it is for B2C companies."

This second annual survey differs from the 2010 baseline study which explored the functional owners ofvarious customer experience programs, and the degree of organizational deployment. The 2011 questionnaireconsists of about 40 questions to gauge comprehensive aspects of customer experience management.

Customer experience management (CEM) is an emerging discipline that some companies view as thedeterminant of corporate strategy, while others view it as a component of customer-facing professionals' roles togrow revenue. CEM is a composite of customer service, voice of the customer, co-innovation, experientialmarketing, customer relationship management (CRM), customer references, internal branding, and similarefforts. The vast array of CEM approaches across companies will be assessed in this study to determinemeaningful patterns for differentiating the customer experience.

Best practices and recommendations will be shared with survey respondents in a complimentary copy of thestudy report. As another token of appreciation, participants may receive a complimentary copy of the ebookCustomer Experience Improvement Momentum. Tomaximize integrity of the study's findings, participation islimited to B2B companies that do not provide customer experience tools and methods to others. To participatein the 2nd Annual ClearAction Business-to-Business Customer Experience Management Benchmarking Studysurvey, contact info(at)clearaction(dot)biz.

About ClearActionClearAction LLC is a customer experience consulting firm specializing in customer-centric innovation,enterprise-wide employee engagement in customer experience optimization, and customer relationship skill-

Page 2/3

If you have any questions regarding information in these press releases please contact the company listed in the press release. Our complete disclaimerappears here - PRWeb ebooks - Another online visibility tool from PRWeb

building. Lynn Hunsaker, head of ClearAction, is on the advisory board of CustomerThink, The Customer CareNetwork, CustomerExperienceOne, and Marketing Operations Partners. She is author of three ebooks:Innovating Superior Customer Experience, Metrics YouCan Manage for Success, and Customer ExperienceImprovement Momentum.

About The Insight AdvantageThe Insight Advantage is a full-service research firm, providing a wide range of services (web surveys, focusgroups, telephone interviews) to help companies implement customer research for ongoing insight into theircustomers’ evolving needs and expectations. Jennifer Berkley Jackson, head of The Insight Advantage, is anextension faculty member of University of California - Santa Cruz.

###

Page 3/3

If you have any questions regarding information in these press releases please contact the company listed in the press release. Our complete disclaimerappears here - PRWeb ebooks - Another online visibility tool from PRWeb

Contact InformationLynnHunsakerClearAction1(408) 687-9700

Online Web 2.0 VersionYou can read the online version of this press release here.