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1. Customer Experience Management Best Practices Identified by Business-to-
Busines Firms
2nd Annual ClearAction B2B Customer Experience Management Benchmarking Study
Launched Today
Sunnyvale, CA (PRWEB) May 11, 2011 -- The role of customers in business-to-business companies is being
explored 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 research
effort 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 for
driving customer experience improvement? What are the primary goals, motivations, and obstacles for
customer experience excellence? And to what extent does the company strive to understand customer
perspectives, build customer-centricity, and create customer value?
Business-to-business (B2B) scenarios are underemphasized in other customer experience studies, which tend to
highlight 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 and
tweaking 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 at
trade 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 of
various customer experience programs, and the degree of organizational deployment. The 2011 questionnaire
consists 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 the
determinant of corporate strategy, while others view it as a component of customer-facing professionals' roles to
grow revenue. CEM is a composite of customer service, voice of the customer, co-innovation, experiential
marketing, customer relationship management (CRM), customer references, internal branding, and similar
efforts. The vast array of CEM approaches across companies will be assessed in this study to determine
meaningful patterns for differentiating the customer experience.
Best practices and recommendations will be shared with survey respondents in a complimentary copy of the
study report. As another token of appreciation, participants may receive a complimentary copy of the ebook
Customer Experience Improvement Momentum. To maximize integrity of the study's findings, participation is
limited to B2B companies that do not provide customer experience tools and methods to others. To participate
in the 2nd Annual ClearAction Business-to-Business Customer Experience Management Benchmarking Study
survey, contact info(at)clearaction(dot)biz.
About ClearAction
ClearAction LLC is a customer experience consulting firm specializing in customer-centric innovation,
enterprise-wide employee engagement in customer experience optimization, and customer relationship skill-
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2. building. Lynn Hunsaker, head of ClearAction, is on the advisory board of CustomerThink, The Customer Care
Network, CustomerExperienceOne, and Marketing Operations Partners. She is author of three ebooks:
Innovating Superior Customer Experience, Metrics You Can Manage for Success, and Customer Experience
Improvement Momentum.
About The Insight Advantage
The Insight Advantage is a full-service research firm, providing a wide range of services (web surveys, focus
groups, telephone interviews) to help companies implement customer research for ongoing insight into their
customers’ evolving needs and expectations. Jennifer Berkley Jackson, head of The Insight Advantage, is an
extension faculty member of University of California - Santa Cruz.
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3. Contact Information
Lynn Hunsaker
ClearAction
1(408) 687-9700
Online Web 2.0 Version
You can read the online version of this press release here.
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