White Papers

Customer Journey Mapping in B2B Markets: A Comprehensive Guide

This article introduces customer journey mapping (CJM) in the context of customer experience management. It looks at what it is, why we should do it and the approaches that can be used to undertake this. ...

Written by Conor Wilcock & Ceri-Ann Hughes
White Papers

Putting the Customer at the Heart of the Business

In this white paper, we look at how putting the customer at the heart of your business can deliver an exceptional customer experience, and ultimately boost profits, along with some of the typical approaches for conducting customer experience research ...

Written by Matt Powell
White Papers

The Customer Journey and How Businesses Buy

Two questions are at the heart of business to business marketing – how do people make choices in favour of one supplier rather than another, and how can we push aside an incumbent supplier and break into a new account. This paper addresses these tw ...

Written by Colette Stevens and Paul Hague
White Papers

Six Steps To B2B Customer Experience Excellence

In examining the customer experience of over 500 b2b brands, we identified a step-by-step process to achieving b2b customer experience excellence that applies to virtually all b2b brands. ...

Written by Julia Doheny
White Papers

How Questions Change What We Think And What We Do

Market research, and asking questions in general, has the power to drive customer behaviour. This is known as the question-behaviour effect. The purpose of this white paper is to explore how it works and the advantages that can be gained from this. ...

Written by James McNeilis
White Papers

Running a Successful Brand Tracking Programme

Tracking performance and positioning is a key element of any successful brand strategy. Here are 10 important steps to follow to ensure a successful tracking programme. ...

Written by Ian Marshall
White Papers

Millennials In Mind

Generational differences between Baby Boomers, Generation X and Millennials is a hot topic. What does it all mean for B2B marketing and business strategy? ...

Written by Thomas Grubert