Managing the business-to-business customer’s experience using engagement insights

Abstract

Digital transformation has made today’s business environment more global, dynamic, complex and competitive. Customers have higher expectations than ever and are more likely to interact with firms through a wide range of omni-channel touch points. To remain relevant and target growth effectively, business practitioners must leverage these omni-channel engagement insights and deliver efficiently with agile and innovative execution. In the business-to-business (B2B) professional services environment, where the business relationship traditionally hinges on service, how does the customer’s experience across the firm’s human and digital touch points ultimately impact their engagement with the firm? Leveraging the fundamental propositions of Brodie’s customer engagement framework, service-dominant logic and its associated lexicon, this paper presents a management approach that focuses on customer engagement as a business outcome and discusses the associated challenges particular to practitioners in B2B professional services organisations.