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Have you ever wondered why satisfied customers don’t always remain loyal?  Why do so many companies adopt new sales technologies, but still fail to see the expected increases in turnover or customer satisfaction? These are just two of the questions tackled in this new book by IÉSEG Professor Bert PAESBRUGGHE.

According to the expert, the answer to these questions is both complicated and simple: “It’s complicated because it requires sales organizations to change thinking and processes, they have used for a long time. However, understanding your customer becomes simpler when you really start thinking like a buyer.”

“In this book, which is aimed at Sales managers, we aim to help the reader put on buyer’s ‘goggles’ and learn how to provide greater value to their customers by creating a smarter, more balanced customer experience.”

The book highlights that some companies look at managing customer experiences in business-to-business (B2B) as something that needs to be exceptional.  “Customer experience (CX), mistakenly, is sometimes seen as something superior that has to “blow away and always wow the customer”. Professor PAESBRUGGHE adds, noting that this isn’t always the case for a number of sectors and products.

In his new book, he seeks to look at customer journey differently, by analyzing how companies can build a really solid customer experience foundation: “one that a buyer wants from you, and one that you can keep up.”

Over 10 chapters, the book covers a wide variety of topics including:

> How to be customer centric without “CX washing” (where companies fail to deliver on customer experience promises);

> Creating balance between sellers and buyers, between old and new customers and in terms of sales strategy;

> How companies can think like customers;

> Managing customer expectations;

> Value delivery;

> Using technology (and logic);

> Embracing shared feedback;

> And closing the (customer) feedback loop.