The findings of the 2nd Annual ClearAction Business-to-Business Customer Experience Management (CEM) report are out. This report explains the six best practices for strong market performance and customer experience excellence.
The report discusses coordination among managers of CEM methods, funding of cross-organizational collaboration, action on survey results by owners of customer experience key drivers, calculation of customer lifetime value (CLV), presentation of survey results to all employees, and CEM as a determinant of corporate strategy.
The study reveals that business-to-business (B2B) companies have realized a strong or moderate impact on the success of CEM efforts through employee engagement and employee empowerment to act in the best interest of customers.
Two-thirds of study participants believe that a strong or moderate impact on the success of CEM is possible through the use of quality tools (such as six sigma, Pareto, etc.), executive sponsorship, and systems thinking (such as explicit recognition of connections and consequences across actions, processes, organizations, etc.).
"These findings may be instrumental to the future of customer experience," explained Lynn Hunsaker, president of ClearAction. "The majority of companies have not yet implemented the above practices in their journey toward customer experience excellence. Among the firms that are implementing most or all of these best practices, CEM-related business performance is much stronger and other CEM best practices are also more abundant."
According to a press release, this annual study is the only global analysis of customer experience among business-to-business companies across all industries. It take cares of the journey to world-class performance in how business-to-business firms (1) listen to customers, (2) view customers, (3) center employees on customers, and (4) center business on customers. It explores the motivations behind CEM and its linkages to corporate goals, strategy, culture, processes, and business success. Recommendations for stronger customer experience strategy, cross-organizational cooperation, and business results are provided in the study.