Disney Institute explains the difference between customer experience and customer service in this piece. Start by defining customer experience as the sum of all interactions a customer has with a company. This can include everything from a customer’s initial awareness or discovery of a company, product, or service and progressing through the purchase and use of those products or services. Read the whole thing here.
Report: 76% of B2B Buyers Use Three or More Channels for Research October 28, 2015 (KoMarketing) — Statistics from Blue Nile Research’s latest report indicate that B2B buyers are fully prepared to leverage a variety of channels when researching a purchase. In fact, 76 percent of them use three or more channels to gather information throughout the process.
B2B buyer influences within millennial, genx and boomer generations. Great market research by IBM identifies what’s important: http://public.dhe.ibm.com/common/ssi/ecm/gb/en/gbe03658usen/GBE03658USEN.PDF
March 2015 (Think with Google) — There have been interesting shifts in B2B in the past two years. To find out what’s changed Google and Millward Brown Digital surveyed B2B decision makers about their research and purchase habits. The results debunk a number of widely held beliefs and have major implications for any B2B marketer. 5 myths the study debunks: Myth #1: Millennials aren’t making B2B business decisions Reality #1: Nearly half of all B2B researchers are millennials Myth #2: B2B marketing should target the highest-level executives Reality #2: B2B researchers who are not …